Kim, Ju-Young; Natter, Martin; Spann, Martin - Universität <Frankfurt, Main> / Lehrstuhl für … - 2008
Pay-What-You-Want (PWYW) is a new participative pricing mechanism whereby consumershave maximum control over the price they pay. Previous research suggests that participativepricing increases consumers’ intent to purchase. Sellers using PWYW face the risk, however,that consumers exploit their...