Giving customers full control over prices: state of the research in marketing

• Autorzy: Krzyzanowska M. , Tkaczyk J.

Warianty tytułu

PL

Zapewnienie klientom pełnej kontroli nad cenami: stan badań marketingowych

RU

Obespechenie klientam polnogo kontrolja za cenami: sostojanie marketingovykh issledovanijj

• Języki publikacji: EN

Abstrakty

EN

The article gives an updated review on how the PWYW mechanism is conceptually defined and how it has been empirically analysed so far. The objective is to get an in-depth understanding of the state of research from the point of view of marketing, especially regarding how empirical verification of PWYW is conducted. In doing so, several insights on how to further research this phenomenon from the point of view of marketing are given.

PL

W artykule dokonano przeglądu aktualnej wiedzy na temat mechanizmu płać-ile-chcesz. Celem było ustalenie stanu badań z punktu widzenia marketingu, a w szczególności zaproponowanie modelu koncepcyjnego do analiz oraz wskazanie potencjalnych luk badawczych.

RU

В статье провели обзор актуальных знаний насчет механизма «плати, сколько желаешь». Цель - определить состояние изучения с точки зрения маркетинга, в особенности же предложить концептуальную модель для анализов и указать потенциальные исследовательские бреши.

Słowa kluczowe

EN

customer; full control; price; marketing research; pricing

• Wydawca: -
• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Tom: 64
• Numer: 4 t.2
• Opis fizyczny: p.177-185,fig.,ref.

Twórcy

autor

Krzyzanowska M.

• Kozminski University, Jagielonska 57/59, 03-301 Warsaw, Poland

autor

Tkaczyk J.

• Kozminski University, Jagielonska 57/59, 03-301 Warsaw, Poland

Bibliografia

• Armstrong Soule C. A., Madrigal R. (2015), Anchors and norms in anonymous pay-what-you-want pricing contexts, “Journal of Behavioral and Experimental Economics”, No. 57.
• Bambauer-Sachse S., Massera L. (2017), Which Proportion of Their Reference Price Are Consumers Willing to Pay in Specific Pay-What-You-Want Conditions?, An Extended Abstract. Creating Marketing Magic and Innovative Future Marketing Trends, Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference.
• Bertini M., Koenigsberg O. (2014), When Customers Help Set Prices, “MIT Sloan Management Review”, No. 55(4).
• Bues M. et al. (2017), Let Your Customer Be King: The Impact of Participative Pricing on Monetary and Behavioral Outcomes and Mediating Effects. Creating Marketing Magic and Innovative Future Marketing Trends, Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference.
• Chung J. Y. (2017), Price fairness and PWYW (pay what you want): a behavioral economics perspetive, “Journal of Revenue and Pricing Management”, No. 16(1).
• DePillis L. (2013), Panera’s pay-as-you-go pricing experiment failed. Here’s how they could fix it. “Washington Post”, July 15.
• Dorn T., Suessmair A. (2016), Is it really worth it? A test of pay-what-you-want pricing strategies in a German consumer behaviour context, “Global Business and Economics Review”, No. 18.
• Drevs F. (2013), The Challenge of the Unknown - The Effect of Pay-What-You-Want on the Market Success of Publicly Subsidized Films, “Der Reiz des Unbekannten - Der Einfluss von Pay-What-You-Want auf den Markterfolg staatlich geforderter Filme”, No. 36(4).
• Gahler M. (2016), Pay-What-You-Want in Internet, Springer Gabler, Wiesbaden.
• Gautier P. A., Klaauw B. van der. (2012), Selection in a field experiment with voluntary participation, “Journal of Applied Econometrics”, No. 27(1).
• Gerpott T. (2017), Pay-What-You-Want pricing: An integrative review of the empirical research literature, “Management Science Letters”, No. 7.
• Gneezy A. et al. (2012), Pay-what-you-want, identity, and self-signaling in markets, Proceedings of the National Academy of Sciences 109.
• Greiff M., Egbert H. (2016), A survey on the empirical evidence on PWYW pricing, “MPRA Paper”, No. 68693.
• Jang H., Chu W. (2012), Are Consumers Acting Fairly Toward Companies?: An Examination of Pay- What-You-Want Pricing, “Journal of Macromarketing”, No. 32(4).
• Jung M. H. et al. (2017), Signaling Virtue: Charitable Behavior Under Consumer Elective Pricing, “Marketing Science”, No. 36(2).
• Jung M. H., Perfecto H., Nelson L. D. (2016), Anchoring in Payment: Evaluating a Judgmental Heuristic in Field Experimental Settings, “Journal of Marketing Research”, No. 53.
• Kim J. Y., Natter M., Spann, M. (2009), Pay what you want: A new participative pricing mechanism, “Journal of Marketing”, No. 73.
• Kim J.-Y., Kaufmann K. & Stegemann M. (2014). The impact of buyer-seller relationships and reference prices on the effectiveness of the pay what you want pricing mechanism, “Marketing Letters”, No. 25(4).
• Krzyżanowska M., Tkaczyk J. (2015a), Pay-what-you-want as a participative pricing mechanism: meta-analysis of development and knowledge dissemination, “International Journal of Management Cases”, No. 18.
• Krzyżanowska M., Tkaczyk, J. (2015b), Piać, ile chcesz” jako innowacyjny mechanizm kształtowania ceny - stan badań, „Logistyka”, nr 2.
• Kunter M., Braun D. (2013), The price is up to you!” - “Oh no! What am I gonna do Customers’ product category inexperience and belief about other customers’ payments under pay-what-you-want conditions, “European Journal of Management”, No. 13(2).
• León F. J., Noguera J. A., Tena-Sanchez J. (2012), How much would you like to pay? Trust, reciprocity and prosocial motivations in El trato, “Social Science Information”, No. 51.
• Machado F., Sinha R. K. (2013), The viability of pay what you want pricing, Working Paper. Mak, V. et al. (2015), “Pay what you want” as threshold public good provision, “Organizational Behavior & Human Decision Processes”, No. 127.
• Mills P. (2013), Trust, reciprocity and fairness in a large scale pay what you wish experiment, Competitive Paper Session, Society for the Advancement of Behavioral Economics, SABE/IAREP Conference, Atlanta.
• Natter M., Kaufmann K. (2015), Voluntary market payments: Underlying motives, success drivers and success potentials, “Journal of Behavioral and Experimental Economics”, Vol. 57.
• Oppong-Tawiah D., Bassellier, G. (2017), Converting Pirates through Participative Schemes for Digital Goods: Exploring “Pay What You Want” and Persuasive Computing in Online Music, Proceedings of the 50th Hawaii International Conference on System Sciences.
• Рöуrу E., Parvinen, P. (2014), Pay-what-you-want - A field experiment on anonymity and reference price cues, (in:) Grewal D., Roggeveen A. L., Nordfalt J. (Eds.), Proceedings of the Shopper Marketing & Pricing Conference, May 8-10, Stockholm.
• Racherla P., Babb J. S., Keith M. J. (2011), Pay-what-you-want pricing for mobile applications: The effect of privacy assurances and social information, Proceedings of the 4th Information Systems Applied Research Conference, Nov. 3-6,Wilmington.
• Regner T. (2015), Why Consumers pay voluntarily: Evidence from online music, “Journal of Behavioral and Experimental Economics”, No. 57.
• Regner T., Barria J. A. (2009), Do consumers pay voluntarily? The case of online music, “Journal of Economic Behavior & Organization”, No. 71(2).
• Regner T., Riener G. (2017), Privacy Is Precious: On the Attempt of Lifting Anonymity on the Internet to Increase Revenue, “Journal of Economics & Management Strategy”, Vol. 26, Iss. 2.
• Riener G., Traxler C. (2012), 'Norms, moods, andfree lunch: Longitudinal evidence on payments from a Pay-What-You-Want restaurant, “Journal of Socio-Economics”, No. 41(4).
• Roy R. (2015), An Insight into Pay-what-you-want Pricing, “Marketing Intelligence & Planning”, No. 33.
• Roy R., Rabbanee F. K., Sharma, P. (2016), Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing, “European Journal of Marketing”, No. 50.
• Saccardo S. et al. (2015), Shifting mindset in consumer elective pricing, “Advances in Consumer Research”, Vol. 43.
• Saccardo S., Gneezy A. (2014), Want vs. can: Self-signaling via participative price appeals, Proceedings of the Annual Conference of the Society of Consumer Research, March 6-8, Miami.
• Santana S., Morwitz V. (2015), Because we ’repartners: How social values and relationship norms influence consumer payments in pay-what-you-want contexts. “Advances in Consumer Research”, No. 43.
• Santana S., Morwitz V. G. (2013), We’re in this together: How sellers, social values, and relationship norms influence consumer payments in pay-what-you-want contexts, submitted to “Journal of Marketing”.
• Schmidt K. M., Spann M., Zeithammer R. (2015), Pay What You Want as a Marketing Strategy in Monopolistic and Competitive Markets, “Management Science”, No. 61(6).
• Schons L. et al. (2014), There is nothing permanent except change-analyzing individual price dynamics in “pay-what-you-want” situations, “Marketing Letters”, No. 25(1).
• Sleesman D. J., Conlon D. E. (2016), Encouraging Prosocial Decisions: The Role of Fairness Salience and Uncertainty, “Journal of Behavioral Decision Making”, No. 30(2).
• Small D. A., Cryder C. (2016), Prosocial consumer behavior, “Current Opinion in Psychology”, January.
• Spann M., Zeithammer R. et al. (2017), Beyond Posted Prices: The Past, Present, and Future of Participative Pricing Mechanisms, https://papers.ssm.com/sol3/papers.cfm?abstract_id=2912151 [access: 15.01.2018].
• Stegemann M. (2014), Success Factors of Pay what You Want Pricing, Dissertation University of Muenster, Muenster.
• Thomas S., Gierl H. (2014), Pay what you want: how to affect the price consumers are willing to pay. Proceedings of the 13th International Conference on Research in Advertising, June 26-28, Amsterdam.
• Waskow S. et al. (2016), Pay what you want! A pilot study on neural correlates of voluntary payments for music, “Frontiers in Psychology”, No. 7