Pay-What-You-Want to support independent information - A field experiment on motivation
Alessandra Casarico () and
No BEMPS48, BEMPS - Bozen Economics & Management Paper Series from Faculty of Economics and Management at the Free University of Bozen
Pay-what-you-want schemes can be a useful tool to finance high quality and independent news media without restricting readership, therefore guaranteeing maximum diffusion. We conduct a field experiment with the Italian information site lavoce.info to explore how to structure a campaign in a way that maximises readers' willingness to contribute. We compare messages stressing two possible motivations to contribute, namely the public good component of the news or the importance of the individual contributions. We also test the effect of including information about the tax allowance associated with donations. While the particular motivation stressed does not have a significant impact, information about tax allowances surprisingly reduces overall donations, due to a reduction in the number of (small) donors. Stable unsubscriptions from the newsletter suggest that the campaign does not have an adverse effect on readers.
Keywords: Field experiment; Pay-what-you-want; Tax allowances; Media (search for similar items in EconPapers)
JEL-codes: C93 D64 H41 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-eur, nep-exp, nep-hrm and nep-soc
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
Working Paper: Pay-What-You-Want to Support Independent Information - A Field Experiment on Motivation (2018)
Working Paper: Pay-What-You-Want to Support Independent Information: A Field Experiment on Motivation (2018)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:bzn:wpaper:bemps48
Access Statistics for this paper
More papers in BEMPS - Bozen Economics & Management Paper Series from Faculty of Economics and Management at the Free University of Bozen Contact information at EDIRC.
Bibliographic data for series maintained by F. Marta L. Di Lascio ().