Signaling Virtue: Charitable Behaviors Under Consumer Elective Pricing

Signaling Virtue: Charitable Behaviors Under Consumer Elective Pricing

In four field experiments (N= 58,501), we investigate how consumers socially signal their charitable identity under pay-what-you-want pricing. We find that consumers are sensitive to signal type (commercial vs. charitable) but insensitive to signal scale. We observe these behaviors in both purchase...

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Bibliographische Detailangaben
Hauptverfasser: Jung, Minah H, Nelson, Leif D, Gneezy, Ayelet, Gneezy, Uri
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Consumer behavior
Consumers
Field study
Pricing policies
Sensitivity
Social identity
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Zusammenfassung:In four field experiments (N= 58,501), we investigate how consumers socially signal their charitable identity under pay-what-you-want pricing. We find that consumers are sensitive to signal type (commercial vs. charitable) but insensitive to signal scale. We observe these behaviors in both purchase likelihood and purchase prices.
ISSN:0098-9258