Beyond Posted Prices: the Past, Present, and Future of Participative Pricing Mechanisms

Spann, Martin; Zeithammer, Robert; Bertini, Marco; Haruvy, Ernan; Jap, Sandy D.; Koenigsberg, Oded; Mak, Vincent; Leszczyc, Peter T. L. Popkowski; Skiera, Bernd; Thomas, Manoj

doi:10.1007/s40547-017-0082-y

Cited by 36 publications

(30 citation statements)

References 121 publications

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“…B. einer Plattform oder einem Marktplatz, festgesetzt. Käufer haben somit keinen direkten Einfluss auf die Preisgestaltung (Spann et al 2018). In diesem Zusammenhang ist zwischen Intermediären, die als Verkäufer (d. h. An-und Verkauf auf eigene Rechnung) und Maklern (d. h. Vermittler) fungieren, zu unterscheiden.…”

Section: Nicht Interaktive Dynamische Preiseunclassified

Dynamische Preisgestaltung in der digitalisierten Welt

Spann

Skiera

2020

Schmalenbachs Z betriebswirtsch Forsch

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Zusammenfassung Digitale Technologien begünstigen den Einsatz einer dynamischen Preisgestaltung, also von Preisen, die für ein prinzipiell gleiches Produkt unangekündigt variieren. Dabei werden in der öffentlichen Diskussion unterschiedliche Ausgestaltungsformen dynamischer Preise oftmals vermischt, was eine sinnvolle Analyse der Vor- und Nachteile der dynamischen Preisgestaltung erschwert. Das Ziel des Beitrags ist die Darstellung der ökonomischen Grundlagen und die Diskussion sowie Klassifikation der Ausgestaltungsmöglichkeiten der dynamischen Preisgestaltung. Darüber hinaus erfolgt eine Bewertung der Vor- und Nachteile der dynamischen Preisgestaltung aus Käufer- und Verkäufersicht. Abschließend werden Implikationen für die betriebswirtschaftliche Forschung diskutiert.

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Section: Nicht Interaktive Dynamische Preiseunclassified

Dynamische Preisgestaltung in der digitalisierten Welt

Spann

Skiera

2020

Schmalenbachs Z betriebswirtsch Forsch

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“…After (Spann et al 2018) Very high variability in payments under PWYW, with a significant proportion of payments above the regular price. The mechanism is still in place.…”

Section: Surgery Journal (Taylor and Francis)mentioning

confidence: 99%

Paying Before or Paying After? Timing and Uncertainty in Pay-What-You-Want Pricing

Viglia

Maras

Schumann

et al. 2019

Journal of Service Research

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Pay what you want (PWYW) is a relatively new and promising pricing mechanism, where consumers have full control over the price they pay. It can potentially increase profits, but its practical applications have produced mixed results. The time of payment, and its implications for consumer uncertainty, might constitute an important determinant of the profitability of such pricing schemes for service providers. A large field experiment conducted in conventional and fast-food restaurants provides initial support that paying after consumption increases PWYW amounts. A laboratory study then details the underlying psychological process; payments after consumption help resolve uncertainty about the service process and service outcome. Another field experiment affirms these insights and further shows that PWYW after consumption, compared with fixed pricing, can increase profitability due to enhanced service capacity utilization. By detailing how timing and uncertainty reduction affect consumers' chosen payments, this article contributes to PWYW research in particular, as well as more general literature pertaining to the dynamics that affect consumers' service experiences and service pricing studies.

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“…Pay What You Want (PWYW) is a pricing mechanism in which consumers make voluntary payments for a good or service for private as well as public consumption (Spann et al 2017).…”

Section: Price and Non-standard Preferencesmentioning

confidence: 99%

Behavioral biases in marketing

Guhl

Massner

Spann

et al. 2019

J. of the Acad. Mark. Sci.

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Psychology and economics (the mixture of which is known as behavioral economics) are two fundamental disciplines underlying marketing. Various marketing studies document the nonrational behavior of consumers, even though behavioral biases might not always be consistently termed or formally described. In this review, we identify empirical research that studies behavioral biases in marketing. We summarize the key findings according to three classes of deviations (i.e., non-standard preferences, non-standard beliefs, and non-standard decisionmaking) and the marketing mix instruments (i.e., product, price, place, and promotion). We thereby introduce marketing researchers to the theoretical foundation of and terminology used in behavioral economics. For scholars from behavioral economics, we provide ready access to the rich empirical, applied marketing literature. We conclude with important managerial implications resulting from the behavioral biases of consumers, and we present avenues for future research.

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Beyond Posted Prices: the Past, Present, and Future of Participative Pricing Mechanisms

Cited by 36 publications

References 121 publications

Dynamische Preisgestaltung in der digitalisierten Welt

Dynamische Preisgestaltung in der digitalisierten Welt

Paying Before or Paying After? Timing and Uncertainty in Pay-What-You-Want Pricing

Behavioral biases in marketing

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