Because We’Re Partners: How Social Values and Relationship Norms Influence Consumer Payments in Pay-What-You-Want Contexts

This research develops and tests a model that explains differences in buyer payments in PWYW contexts. We show that buyers are jointly influenced by their own Social Value Orientation (SVO) and relationship norm salience at the time the pricing decision is made. Both lab and field studies confirm our predictions.



Citation:

Shelle Santana and Vicki Morwitz (2015) ,"Because We’Re Partners: How Social Values and Relationship Norms Influence Consumer Payments in Pay-What-You-Want Contexts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 7-11.

Authors

Shelle Santana, Harvard University, USA
Vicki Morwitz, New York University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Q10. Social Media Agency: Exploring the Role of Social Media Structures in Shaping Consumers’ Identity Projects

Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada

Read More

Featured

M4. How Consumption Experiences Create Value

Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA

Read More

Featured

Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption

Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.