期刊
MARKETING SCIENCE
卷 36, 期 2, 页码 187-194出版社
INFORMS
DOI: 10.1287/mksc.2016.1018
关键词
charitable giving; consumer elective pricing; pay what you want; scope insensitivity
类别
资金
- NSF [SES-1124610]
Two field experiments examined generosity under consumer elective pricing. In shared social responsibility (SSR), consumers choose how much to pay, knowing that a percentage of their payment goes to support a charitable cause. Replicating past research, consumers in our experiments were sensitive to the presence of charitable giving, paying more when a portion of their payment went to charity. Notably, however, they were largely insensitive to the percentage of payment allocated to charity-customers paid little more when 99% of the payment went to charity than when only 1% went to charity. Neither self-selection nor social pressure fully explained higher payments under SSR.
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