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Pay-What-You-Want Pricing - A structured review on drivers of prices paid by customers

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  • Roggentin, Agnes Sophie
  • Kroschke, Mirja

Abstract

Pay-What-You-Want (PWYW) pricing gives customers full control over a transaction price. It is a reasonable strategy to attract new customers, to offset low turnover periods, or for long-term application. The success and applicability of PWYW depends on various company-, customer-, and context-related factors, which will be discussed in this article.

Suggested Citation

  • Roggentin, Agnes Sophie & Kroschke, Mirja, 2017. "Pay-What-You-Want Pricing - A structured review on drivers of prices paid by customers," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(6), pages 40-49.
    • Handle: RePEc:zbw:hsgmrs:275946
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    References listed on IDEAS

    as
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    7. Kunter, Marcus, 2015. "Exploring the Pay-What-You-Want payment motivation," Journal of Business Research, Elsevier, vol. 68(11), pages 2347-2357.
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