Do Pwyw Labels Affect Internal Reference Prices and Prices Paid?

We investigate the effect of different "Pay What You Want" (PWYW) labels in combination with anonymity on prices paid (PP) and consumers' internal reference prices (IRP). A field experiment shows that PWYW labels affect prices paid and consumers' IRP. Also, the relevance of anonymity differs for different PWYW labels.



Citation:

Olivier Reimann, Oliver Thomas, and Gunther Kucza (2021) ,"Do Pwyw Labels Affect Internal Reference Prices and Prices Paid?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 523-524.

Authors

Olivier Reimann, ZHAW School of Management and Law
Oliver Thomas, ZHAW School of Management and Law
Gunther Kucza, ZHAW School of Management and Law



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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