TY - JOUR

T1 - Perceived Price Fairness in Pay-What-You-Want

T2 - A Multi-Country Study

AU - Bettray, Julius

AU - Süßmair, Augustin

AU - Dorn, Tim

PY - 2017/5/27

Y1 - 2017/5/27

N2 - The present study investigated perceived price fairness (PPF) and aimed to reveal determinants of PPF within the participative pricing mechanism paywhat-you-want (PWYW). Results support the hypothesis that PPF in PWYW conditions is higher than PPF in ordinary price setting (OPS) conditions. Determinants of PPF in PWYW conditions were identified to include both the price level and the degree of social interaction. Whereas the results conform to previous research that PPF correlates negatively with the price level in OPS conditions, this study reveals a positive correlation between the price level and PPF in PWYW conditions, which suggests that the buyer’s mental model of PPF varies with the process of price determination. Therefore, future research should re-examine consequences of PPF in PWYW conditions. Additionally, results show cross-country differences of PPF and the influence of the price level on PPF.

AB - The present study investigated perceived price fairness (PPF) and aimed to reveal determinants of PPF within the participative pricing mechanism paywhat-you-want (PWYW). Results support the hypothesis that PPF in PWYW conditions is higher than PPF in ordinary price setting (OPS) conditions. Determinants of PPF in PWYW conditions were identified to include both the price level and the degree of social interaction. Whereas the results conform to previous research that PPF correlates negatively with the price level in OPS conditions, this study reveals a positive correlation between the price level and PPF in PWYW conditions, which suggests that the buyer’s mental model of PPF varies with the process of price determination. Therefore, future research should re-examine consequences of PPF in PWYW conditions. Additionally, results show cross-country differences of PPF and the influence of the price level on PPF.

KW - Business psychology

KW - Perceived Price Fairness

KW - Pay what you want

KW - PWYW

KW - Willingness to pay

KW - Participative Pricing

KW - Price Determination

KW - Price Evaluation

KW - Perception

UR - https://www.mendeley.com/catalogue/b4bdc48c-2109-387c-86db-a3db0ff2f056/

U2 - 10.4236/ajibm.2017.75051

DO - 10.4236/ajibm.2017.75051

M3 - Journal articles

VL - 7

SP - 711

EP - 734

JO - American Journal of Industrial and Business Management

JF - American Journal of Industrial and Business Management

SN - 2164-5167

IS - 5

ER -