Rady School of Management, University of California at San Diego, La Jolla, CA 92093, USA.
Proc Natl Acad Sci U S A. 2012 May 8;109(19):7236-40. doi: 10.1073/pnas.1120893109. Epub 2012 Apr 23.
We investigate the role of identity and self-image consideration under "pay-what-you-want" pricing. Results from three field experiments show that often, when granted the opportunity to name the price of a product, fewer consumers choose to buy it than when the price is fixed and low. We show that this opt-out behavior is driven largely by individuals' identity and self-image concerns; individuals feel bad when they pay less than the "appropriate" price, causing them to pass on the opportunity to purchase the product altogether.
我们研究了“自定价格”定价下身份和自我形象考虑的作用。三项实地实验的结果表明，通常情况下，当消费者有机会为产品定价时，选择购买的消费者比固定低价时要少。我们表明，这种选择退出行为主要是由个人的身份和自我形象问题驱动的；当消费者支付的价格低于“适当”价格时，他们会感到不舒服，从而完全放弃购买该产品的机会。
