Kim, Ju-Young; Kaufmann, Katharina; Stegemann, Manuel - In: Marketing Letters 25 (2014) 4, pp. 409-423
Pay what you want (PWYW) is a new participative pricing mechanism that delegates the whole price determination to the buyer. Previous research on PWYW suggests that the final prices paid are not only affected by consumer characteristics but also by varying conditions, such as social distance...