Behavioral Economics Commons^™

Pay-What-You-Want Pricing: Can It Be Profitable?, Yong Chao, Jose Fernandez, Babu Nahata

Yong Chao

Using a game theoretic framework, we show that not only can pay-what-you-want (PWYW) pricing generate positive profits, but it can also be more profitable than charging a fixed price to all consumers. Further, whenever it is more profitable, it is also Pareto-improving. We derive conditions in terms of two parameters, namely the marginal cost of production and the psychological cost of the consumer for paying too little compared to her reference price.

The paper makes the following contributions to the existing literature. First, we endogenize the choice of pricing strategies—PWYW vs. fixed price. Thus rather than solely focusing on the …

Pay-What-You-Want Pricing And Competition: Breaking The Bertand Trap, Yong Chao, Jose Fernandez, Babu Nahata

Yong Chao

Pay-What-You-Want (PWYW) pricing is a recent participative pricing strategy where a seller offers a good or service for any price consumers want to pay, including zero or some minimum payment. This paper provides a theoretical framework to study strategic effects of the PWYW pricing under duopoly by incorporating behavioral considerations of consumers in making voluntary payments when they could be freeloaders. Without identifying any particular behavioral factor, we assume that consumers feel a sense of guilt when they pay less than their reference points. It is shown that the PWYW pricing can be a profitable marketing strategy than the conventional …