Pride and Patronage - The effect of identity on pay-what-you-want prices at a charitable bookstore

Christina Gravert

Economics Working Papers from Department of Economics and Business Economics, Aarhus University

Abstract: I conduct a field experiment at a charitable bookstore to provide evidence for the role of identity under "pay-what-you-want pricing". When subtly reminded of their participation in the store's membership program members paid significantly more per book then without a reminder, while this nudge had no effect on non-members. Making an individual aware of its close social connection to the seller can thus, in a charitable setting, increase voluntarily paid prices.

Keywords: Field experiment; Pay-What-You-Want; Charitable contributions; Identity (search for similar items in EconPapers)
JEL-codes: C93 D03 D4 D64 (search for similar items in EconPapers)
Pages: 8
Date: 2014-01-14
New Economics Papers: this item is included in nep-exp, nep-hme and nep-soc
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:aah:aarhec:2014-04

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