Social Pricing - Image Management, Social Preferences and Pay-What-You-Want

社交定价——形象管理、社交偏好和按需付费

• 批准号: 1124610
• 负责人: Ayelet Gneezy
• 金额: $ 30万
• 依托单位: University of California-San Diego
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2011
• 资助国家: 美国
• 起止时间: 2011-09-15 至 2016-08-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1124610&HistoricalAwards=false
• 关键词: Social; Pricing; Image; Management; Preferences

In this project the Principal Investigators will study a relatively new pricing mechanism that challenges traditional economic theories. Under Pay-What-You-Want (PWYW) the customer determines how much to pay for the good (often including $0). In prior research the PI has found that a considerable portion of customers choose to pay something for goods and has proposed that this behavior is driven, at least in part, by image management concerns. The current project focuses on the role self and social image considerations have in PWYW purchases. A series of experiments will be conducted in which features of the seller-buyer relationship and type of interaction are systematically manipulated to identify the parameters that predict the success (and failure) of PWYW strategies and clarify the respective roles of self and social image concerns in PWYW decisions.In terms of broader impact, this research will shed light regarding the role of non-standard motivations in the marketplace. In the process it will identify the conditions under which industries can sustain long-term profits using PWYW pricing, suggest how firms might want to go about modifying their pricing models, and suggest still other non-PWYW pricing strategies that might be optimal in light of the drives that make PWYW a profitable price mechanism.

在这个项目中，主要研究人员将研究一个相对较新的定价机制，挑战传统的经济理论。在“按需支付”（PWYW）模式下，顾客决定为商品支付多少钱（通常包括0美元）。 在之前的研究中，PI发现相当一部分客户选择为商品付费，并提出这种行为至少部分是由形象管理问题驱动的。目前的项目集中在PWYW购买中自我和社会形象考虑的作用。一系列的实验将进行系统的操作，以确定参数，预测成功（和失败）的PWYW战略和明确的自我和社会形象的关注PWYW decisions.In更广泛的影响，这项研究将揭示关于市场上的非标准动机的作用的特征的买卖双方的关系和类型的互动。 在这个过程中，它将确定的条件下，行业可以维持长期利润使用PWYW定价，建议企业可能要如何去修改他们的定价模型，并建议其他非PWYW的定价策略，可能是最佳的驱动器，使PWYW一个有利可图的价格机制。