Shelle, S. and Morwitz, V. (2013) We’re in This Together: How Sellers, Social Values, and
Relationship Norms Influence Consumer Payments in Pay-What-You-Want Contexts. Unpublished.
http://www8.gsb.columbia.edu/programs/sites/programs/files/marketing/seminar_papers/paper_
santana_fa13.pdf

has been cited by the following article:

• TITLE: The Effects of Altruism and Social Background in an Online-Based, Pay-What-You-Want Situation

  AUTHORS: Hanna Peschla, Augustin Suessmair, Gerd Meier

  KEYWORDS: Pay-What-You-Want, Altruism, Social Background, Charity, Willingness-to-Pay, Participative Pricing

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.7 No.3, March 31, 2017

  ABSTRACT: Pay-What-You-Want (PWYW) is a participative pricing mechanism that leaves it up to the customer to choose a purchase price. Presently, the factors that influence customers’ willingness to pay are still not completely understood. This study examines the degree to which willingness to pay in an anonymous PWYW purchase situation on the Internet is influenced by the social motif of altruism and communication that as a part of the purchase price, will be donated to a charitable institution identified in advance. We hypothesized that altruism as well as a social background exerted an increasing impact on willingness to pay. A specific purchase situation in which the social background was manipulated was simulated by using online surveys. Altruism was measured using a 7-point Likert-type scale. The sample consisted of 403 participants, predominantly students and young adult employees. We found that communication of a social background led to a highly significant increase in willingness to pay (p p