Nonprofit arts organizations face conflicting objectives to balance—or more specifically, to create—artistic and educational value and to generate financial income from various sources. Pay‐what‐you‐want (PWYW), a participative pricing mechanism where services have no fixed price and customers actively decide what to pay, is a novel pricing mechanism and is of high interest for organizations and researchers alike. Based on the concepts of loss aversion and gain, this study presents a field experiment to test the effects of different PWYW pricing strategies on the amount of money paid by visitors of a German photo biennial. Explicitly, the provisions of minimum, maximum, and suggested external reference prices are compared to a setting with no external reference prices. We test the derived hypotheses, discuss the results, and provide implications for future research, as well as for the management of nonprofit arts organizations.

Drawing from theory and research on internal marketing as a relevant factor influencing volunteer behavior, we hypothesize that internal marketing practices are positively associated with the way volunteers act in the interest of an organization and that this relationship is mediated by volunteers’ satisfaction and organizational identification. In a study of volunteers in German arts organizations, this relationship is analyzed using structural equation modeling. Results indicate mediation effects of satisfaction on volunteer behavior and internal marketing. Similarly, identification with the organization positively influences volunteer behavior, although not in the form of a mediation. Implications for internal marketing practices and arts organizations relying on volunteers are discussed.

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