Power and the appeal of the deal: how consumers value the control provided by Pay What You Want (PWYW) pricing
Sign Up to like & getrecommendations! Published in 2017 at "Marketing Letters"
DOI: 10.1007/s11002-017-9425-6
Abstract: The current research offers a number of novel findings regarding how individuals respond to Pay What You Want (PWYW) pricing, a strategy that affords consumers complete control over prices. Two experiments integrate research on consumer… read more here.
Keywords: pwyw pricing; control; power consumers; pwyw ... See more keywords
Collaborative destination marketing and PWYW
Sign Up to like & getrecommendations! Published in 2017 at "Annals of Tourism Research"
DOI: 10.1016/j.annals.2017.09.001
Abstract: Innovative pricing methods such as auctions, Name-Your-Own-Price and Pay-What-You-Want (PWYW) are fairly recent. These pricing approaches allow sellers and customers to collaborate in the price setting process (Amor, 2000; Shapiro & Zillante, 2009). PWYW, in… read more here.
Keywords: pwyw; price; marketing pwyw; collaborative destination ... See more keywords