Earticle

초록

영어

Pay-what-you-want pricing mechanisms have become increasingly popular among arts organizations. However, most of the current research has only examined strategies in which consumers are allowed to choose any price with no guidance from the organization. Organizations are currently using several external reference price strategies to influence consumers’ chosen prices in pay-what-you-want pricing, including minimum, maximum, and suggested prices. This research examines the effectiveness of these different strategies to determine which strategy provides the highest yield and the most benefit to the organization. Across three studies, we find that these external reference prices act as anchors, biasing consumers’ chosen prices in the direction of the anchor. We further find that both minimum and maximum prices can have a negative influence on consumers’ chosen prices, while a suggested price strategy appears to be the most effective way to maximize the organization’s yield while giving consumers the freedom to choose their own price.

목차

Abstract
 THEORETICAL FOUNDATION
 STUDIES
  Study 1
  Study 2
  Study 3
 DISCUSSION
 REFERENCES

저자

• Jennifer Wiggins Johnson [ Assistant Professor of Marketing at Kent State University ]
• Annie Peng Cui [ Assistant Professor of Marketing at West Virginia University ]

참고문헌