Syfte: Pay-What-You-Want (PWYW) är en kundstyrd prissättningsstrategi, där kunden bestämmer priset. Tidigare forskning visar att antalet kunder ökar vid tillämpning av prisstrategin. Studiens syfte är således att analysera samband och förklara ifall variablerna priskänslighet, rättvisa, riskkänslighet och nyfikenhet påverkar konsumentens attraktion till PWYW. Metod: Studien har ett deduktivt tillvägagångssätt för att analysera litteratur och vetenskapliga artiklar. Teorin har deducerat studiens hypoteser för att undersöka samband och kvantitativ metod har används där empirisk data har samlats in med en webbenkät. Resultatet analyseras i SPSS med en faktoranalys och korrelationsanalys. Detta redovisas genom tabeller och figurer samt diskussion. Resultat & slutsats: Studien visar positiva samband mellan attraktion till PWYW och priskänslighet, rättvisa samt nyfikenhet. Sambandet mellan attraktion till PWYW och riskkänslighet visar dock svag korrelation. Däremot indikerar resultatet att det finns fler variabler att ta hänsyn till. Förslag till fortsatt forskning: Resultatet indikerar att det saknas faktorer som påverkar konsumentens attraktion till PWYW. Det är av intresse att undersöka hur faktorerna kan nyttjas av företag samt om konsumentens attraktion påverkas ifall prisstrategin inte längre anses ovanlig. Uppsatsens bidrag: Studien är först med att studera konsumentens motivationer till PWYW innan köpmomentet. Studien bidrar med variabler som förklarar varför konsumenter attraheras av en kundstyrd prisstrategi. Studien bidrar likaså med kunskap för forskningen kring PWYW.

The dissertation explores factors influencing consumers' payments in anonymous Pay-What-You-Want (PWYW) pricing contexts. Consumers often pay more than zero when given the opportunity to self-determine payments. However, most PWYW research has focused on contexts where the possibility of social influence from a salesperson or clerk is present. I suggest that in anonymous exchange contexts where social pressure does not exist, consumers will nevertheless make voluntary payments greater than zero. The present research explores PWYW in anonymous purchase contexts. Results from eight studies indicate that PWYW payment amounts are affected by heuristics and biases. In Essay 1, the influence of reference price on PWYW payments is explored. Firm-provided external reference prices (ERPs) framed as injunctive norms (e.g., suggested price) and descriptive norms (e.g., average payment) caused anchoring effects on voluntary payments such that those with higher ERPs reported higher payments. Further, ERPs framed as descriptive (vs. injunctive) norms were more predictive of payment amounts, but only when the ERP is high. Recalling internal reference price information is more effortful than simply reacting to a firm-provided price. The possibility that decreased cognitive processing results in higher payments, violating the concept of self-interest primacy, is explored in Essay 2. Four studies manipulate processing styles and demonstrate that when consumers use more effortful cognitive processing, they tend to make lower PWYW payments. These results suggest that consumers are likely to rely on a normal price heuristic when using more superficial processing. The dissertation demonstrates the importance of reference price information and cognitive processing styles when voluntary anonymous payments are made anonymously. PWYW decisions are influenced by the exchange context and how the information is cognitively processed. At a theoretical level, the findings demonstrate that consumers make voluntary payments in the absence of social pressure and that those payments can be predictably influenced by features in the exchange setting. Finally, the research suggests that consumers who exert less cognitive effort in PWYW situations make higher payments. It therefore appears that the first instinct is not to act self-interestedly by making little or no payments, but rather payments seem to be guided by heuristic-based decision making. / 2016-09-29

The purpose of this study is to better understand the effects participatory pricing strategies have on consumer perceptions and behaviors in a sport event pricing scenario. Participatory pricing strategies are those that include the consumer in setting the final price of a good or service. These mechanisms include name-your-own-price (NYOP) and pay-what-you-want (PWYW). These pricing strategies are now being introduced into the sport industry. With the increased use of these strategies, and the lack of research in sport management pertaining to consumers’ perceptions of price, specifically consumer voice in price setting, there is a gap in the literature that needs to be filled. This study investigates the consumer’s perceptions of price fairness, perceived value, as well as consumer behavior (i.e. purchase intentions and willingness-to-pay), when encountering participatory pricing strategies. The following dissertation presents a quantitative experimental design, asking subjects to participate in a simulated ticket purchase experience. Difference between experimental groups was assessed based on price fairness, perceived value, willingness-to-pay, and purchase intentions. Results indicate there is a significant difference between participatory pricing groups and traditional fixed price groups when examining price fairness, perceived value, willingness-to-pay, and final average prices paid. Specifically, price fairness evaluations were significantly higher for the PWYW and fixed price groups, and lower for the NYOP group. In addition to the price fairness differences, the groups differed on their evaluations of perceived value (PWYW and fixed are the same, both higher than NYOP). Furthermore, the results reveal that consumers involved in the NYOP mechanism evoked higher levels of willingness-to-pay than PWYW and fixed. Furthermore, the study also found that the final average price paid following the experiment differed based on the mechanism. The PWYW and fixed price mechanisms paid similar amounts, while both of them were significantly higher than the NYOP mechanism. This suggests that while one of the biggest concerns for the PWYW treatment is a low final average price (even $0); this may not be an issue in a sport ticket pricing scenario. Study limitations and future research are included in the following dissertation.

abstract: In two independent and thematically connected chapters, I investigate consumers' willingness to pay a price premium in response to product development that entails prosocial attributes (PATs), those that allude to the reduction of negative externalities to benefit society, and to an innovative participatory pricing design called 'Pay-What-You-Want' (PWYW) pricing, a mechanism that relinquishes the determination of payments in exchange for private goods to the consumers themselves partly relying on their prosocial preferences to drive positive payments. First, I propose a novel statistical approach built on the choice based contingent valuation technique to estimate incremental willingness to pay (IWTP) for PATs that accounts for consumer heterogeneity, dependence in the decision making processes, and incentive compatibility. I validate the approach by estimating IWTP for a variety of PATs and contrast the theoretical and managerial benefits of using the proposed approach over extant techniques used in the literature for this purpose. Second, I propose a general and flexible statistical modeling framework for estimating PWYW payments that exceed zero. It relies on the joint estimation of three types of consumer decision processes namely, the consumer propensity to default to an explicit price recommendation, the propensity to pay a least legitimate price, and the payment of a freely-chosen non-zero payment. Of particular interest is the model's ability to account for a wide variety of design constraints such as the setting of price bounds, explicit price recommendations, and the provision of a menu of discrete prices to choose from. I validate the approach by estimating PWYW payments for a variety of products such as music licenses, snacks, and sports tickets. I specifically examine and report the differential impact of three managerially controllable variables namely, 'payment anonymity', 'information on payment recipients' and 'information of product value/quality'. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2016

This diploma thesis deals with the new trends in the monetization of the video gaming industry with emphasis on crowdfunding, free-to-play model, selling games by "pay what you want" bundles and sales on Steam and other digital distribution stores. The purpose of this diploma thesis is to describe how the players on personal computers react to these trends in the Czech Republic. First, the situation in Czech gaming industry and the situation of players in the Czech Republic is described. Then, the new trends are analyzed thoroughly using foreign researches. The practical part analyses the effects of the new trends on Czech players with the results of an online questionnaire. First, the methodology is presented and subsequently the collected data is analyzed. Gradually, the thesis are answering the three research questions which are clarifying various aspects of how the Czech players respond to the new trends in the video gaming industry monetization. Powered by TCPDF (www.tcpdf.org)

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This dissertation reports a series of studies on social influences in decision making with wide ranging marketing implications in areas such as gamification initiatives, participative pricing mechanisms, and charity fundraising strategies. The body of this work comprises of three indepth, stand-alone studies. The first study, "Contagion of the Competitive Spirit: The Influence of a Competition on Non-Competitors", investigates the influence of a competition on noncompetitors who do not participate in it but are aware of it. In a series of experimental studies, the study shows that the mere awareness of a competition can affect a non-competitor's performance in similar tasks. These experiments provide confirmatory and process evidence for this contagion effect, showing that it is driven by heightened social comparison motivation due to mere awareness of the competition. In addition, the study finds evidence that the reward level for the competitors could moderate the contagion effect on the non-competitors. The second study, "The Negative Effects of Precommitment on Reciprocal Behaviour: Evidence from a Series of Voluntary Payment Experiments", examines the effects of precommitment on reciprocal behaviour towards a forthcoming benefit. Through a series of experiments in several countries, the study shows that precommitment often weakens reciprocal behaviour. In two field experiments, a laboratory and an online experiment, the study finds consistent evidence that voluntary payment amounts decrease for individuals who are asked to precommit their payment. The results from a final online trust-game experiment support the posited mental-accounting mechanism for the effect. The third study, "Hold-Up Induced by Demand for Fairness: Theory and Experimental Evidence", explores the domain of hold-up and fairness concerns. While recent research suggests that fairness concerns could mitigate hold-up problems, this study proposes a starkly opposite possibility: that fairness concerns can also induce hold-up problems and thus significant inefficiencies. The study reports theoretical analysis and experimental evidence of hold-up in scenarios in which it will not occur if agents are purely self-interested, but could occur if they care about fairness at ex post negotiation.