An Examination of Consumers’ Long-Term Social Preferences Under Elective Pricing

We provide descriptive evidence by analyzing a panel dataset that tracks elective contributions of 57,196 customers for five years from an online retailer. Customers choose to make above-the-minimum contributions, but their payments slowly decline with each subsequent purchases. Stingier consumers contribute cumulatively more to the firm than generous consumers.


Minah Jung, Xiao Liu, and Leif D. Nelson (2020) ,"An Examination of Consumers’ Long-Term Social Preferences Under Elective Pricing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1022-1026.


Minah Jung, New York University, USA
Xiao Liu, New York University, USA
Leif D. Nelson, University of California Berkeley, USA


NA - Advances in Consumer Research Volume 48 | 2020

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