Pricing Digital Arts and Culture Through PWYW Strategies

Antoun-Nakhle, Racquel; Hariri, Nizar; Haidar, Rim

doi:10.1007/978-3-030-64642-4_14

Cited by 2 publications

(2 citation statements)

References 14 publications

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“…To prevent this effect, practitioners implementing PWYW should communicate cost information at first contact to adjust clients' initial estimates. Finally, there is data showing that pricing strategies based on the customer's estimated use value are more useful in undermining price discrimination, increasing sales, and being more competitive than when production costs are known to the customer as a baseline value (Antoun-Nakhle et al, 2020). Ultimately, and critically, a quote from Raju and Zhang (2010) should be included: "Set pricing makes every transaction an adversarial encounter, a conflict in which neither the seller nor the buyer ever leaves completely satisfied."…”

Section: Resultsmentioning

confidence: 99%

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Sales Experiment of a Newspaper Publisher: "Pay What You Want"

Bruns

2021

PEB

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Digitalization poses great challenges for companies and especially for newspaper publishers. Due to the large number of digital competitors on the advertising market, media companies are forced to proactively win customers. A major German media company has thus dared to experiment and put the question of pricing for booking newspaper advertising in the hands of its customers. With the so-called "pay what you want" (PWYW) payment model, customers can be won and additional budgets spent. This paper explores the question of whether PWYW is a suitable sales model for newspaper companies and which factors have an influence. The results of the interviews with those involved show solutions, opportunities, problems and that additional turnover can be generated.

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Section: Resultsmentioning

confidence: 99%

“…Nevertheless, there are also research findings that suggest that PWYW price promotions both generate less willingness to pay or buy with steady or increased use -but also the opposite can be observed, or the factors per se do not play a role at all. (Greiff & Egbert, 2018;Antoun-Nakhle et al, 2020;Birnberg et al, 2020).…”

Section: Resultsmentioning

confidence: 99%