Exploring the Role of Social Visibility and Goal Framing in Pwyw Pricing

We use two studies to show that price consciousness moderates the effects of altruism and internal reference price on consumers’ willingness to pay (WTP). Moreover, social visibility (private vs. public) moderates the impact of goals (intrinsic vs. extrinsic), and this interaction disappears in the presence of an external reference price.


Rajat Roy, Fazlul Rabbanee, and Piyush Sharma (2015) ,"Exploring the Role of Social Visibility and Goal Framing in Pwyw Pricing", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 238-239.


Rajat Roy, Curtin University, Australia
Fazlul Rabbanee, Curtin University, Australia
Piyush Sharma, Curtin University, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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