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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| creator | Jung, Minah H Nelson, Leif D Gneezy, Ayelet Gneezy, Uri |
| description | 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. |
| format | Conference Proceeding |
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| fulltext | fulltext |
| identifier | ISSN: 0098-9258 |
| ispartof | Advances in consumer research, 2013, Vol.41, p.1 |
| issn | 0098-9258 |
| language | eng |
| recordid | cdi_proquest_journals_1812423857 |
| source | Business Source Complete |
| subjects | Consumer behavior Consumers Field study Pricing policies Sensitivity Social identity |
| title | Signaling Virtue: Charitable Behaviors Under Consumer Elective Pricing |
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