Shifting Mindset in Consumer Elective Pricing

We examine the role of mindset in consumer elective pricing (CEP). In three field experiments, we change the wording of a CEP offer to invoke self versus other-regarding mindsets. Our data, from both non-profit and for-profit settings, suggest that offers that make self-interested motivations less salient consistently increase payments.


Silvia Saccardo, Charis Li, Anya Samek, and Ayelet Gneezy (2015) ,"Shifting Mindset in Consumer Elective Pricing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 7-11.


Silvia Saccardo, University of California, San Diego, USA
Charis Li, University of Florida, USA
Anya Samek, University of Wisconsin-Madison, USA
Ayelet Gneezy, University of California, San Diego, USA


NA - Advances in Consumer Research Volume 43 | 2015

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