Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing

2022 ◽  
Vol 141 ◽  
pp. 13-25
Author(s):  
Fazlul K. Rabbanee ◽  
Rajat Roy ◽  
Piyush Sharma
Keyword(s):  
Social Desirability ◽  
Moderating Effects ◽  
Price Consciousness ◽  
Pay What You Want ◽  
Contextual Differences

Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing

2016 ◽  
Vol 34 (1) ◽  
pp. 117-136 ◽  
Author(s):  
Rajat Roy ◽  
Fazlul K. Rabbanee ◽  
Piyush Sharma
Keyword(s):  
Social Desirability ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Internal Reference ◽  
Content Type ◽  
Mediating Role ◽  
Price Consciousness ◽  
Pay What You Want

Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’ willingness to pay (WTP), future purchase intention and attitude toward the seller as the outcomes of IRP. Design/methodology/approach – The data for the study were collected from 272 respondents through a structured survey and analyzed through structural equation modeling technique using AMOS 22.0. Findings – Altruism and social desirability positively influence IRP whereas price consciousness influences IRP negatively. IRP mediates the effects of altruism, social desirability and price consciousness on WTP, future purchase intention and attitude toward the seller. Research limitations/implications – PWYW pricing strategy can help attract consumers with self-less characteristics or a desire to behave in a socially appropriate manner but not those who are highly price conscious as reflected by the differences in the way in which their IRPs influence their WTP, future purchase intention and attitude toward the seller. Originality/value – This paper introduces a parsimonious framework to explain how three consumer characteristics influence consumers’ pricing decisions in PWYW context. The finding that the effects of antecedent variables on WTP, attitude and future purchase intention are mediated by IRP provides new insights that have not been explored earlier.

scholarly journals The moderating effects of Social Desirability responding on the criterion-related validity of self-report personality inventory

2015 ◽  
Vol 28 (2) ◽  
pp. 151-172
Author(s):  
JaeYoon Chang ◽  
Sanghee Nam
Keyword(s):  
Impression Management ◽  
Social Desirability ◽  
Helping Behavior ◽  
Self Report ◽  
Performance Criteria ◽  
Future Research ◽  
Moderating Effects ◽  
Moderation Effects ◽  
Host Country Nationals ◽  
Two Factors

This study aimed to examine how social desirability responding(SDR) affects the criterion-related validity of self-reported personality. Specifically, this study examined how SDR, impression management(IM) and self deceptive enhancement(SDE) can take distinct effects on criteria when personality traits of 91 expatriates such as empathy, cooperation, and friendliness predict their performance criteria. Although previous studies suggested either suppression or moderation effects of SDR, the results indicated that there was no suppression effects but statistically significant moderation effects of SDE on the link between each of some predictors(empathy and cooperation) and expatriate’s negative emotional expression and helping behavior in organization rated by peers(host country nationals). However, such effects were not supported in case of IM. The importance of specifying two factors of SDR and suggestions for the future research were discussed.

Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender

2012 ◽  
Vol 8 (1) ◽  
pp. 54-75 ◽  
Author(s):  
Sudarsan Jayasingh ◽  
Uchenna Cyril Eze
Keyword(s):  
Social Factor ◽  
Perceived Usefulness ◽  
Future Research ◽  
Intention To Use ◽  
Moderating Effects ◽  
Moderating Variables ◽  
Price Consciousness ◽  
Technology Adoption Model ◽  
Mobile Coupons ◽  
And Gender

Research on the development, intention to use, and the use of mobile coupons is scanty, particularly in developing countries such as Malaysia. Therefore, this paper examines consumers’ intention to use mobile coupon (m-coupon). The authors considered several factors and developed the conceptual framework underpinned on an extended Technology Adoption Model (TAM). The data analysis was based on 781 valid responses from four locations in Malaysia. The results indicate that perceived usefulness, attitude, and social factor influence the behavior and intention of consumers to use mobile coupons. The results also indicate that gender and price consciousness emerged significant as moderating variables. The findings in this paper could be useful in extending existing knowledge on what matters most to those considering the use of mobile coupons, and eventually provide a deeper insight into what are needed for consumers to deploy this innovation. This knowledge would also help to design and develop improved mobile coupon applications. Finally, the authors discussed several research and management implications, and suggestions for future research.

Mediation of product design and moderating effects of reference groups in the context of country-of-origin effect of a luxury Brand

2018 ◽  
Vol 28 (2) ◽  
pp. 169-205 ◽  
Author(s):  
Dafnis N. Coudounaris
Keyword(s):  
Product Design ◽  
Country Of Origin ◽  
Reference Groups ◽  
Moderating Effects ◽  
Content Type ◽  
Luxury Brand ◽  
Product Experience ◽  
Price Consciousness ◽  
The Relationship ◽  
Origin Effect

Purpose The purpose of this paper is to examine the symbolic representations of non-users compared to the life experiences of users related to a luxury brand. In particular, the study examines whether product design mediates the relationship between antecedent factors of country-of-origin effect and product experience, and it also investigates the moderating effects of reference groups (non-users vs users) on the relationship between antecedent factors of country-of-origin effect and product design related to a luxury brand, namely, the Mercedes-Benz C-Class or E-Series. Design/methodology/approach A sample of convenience of 272 persons classified as non-users and users is investigated. An online questionnaire was used and 28 statements are included in the analysis based on a seven-point Likert scale. Findings The study reveals that the country-of-origin effect for the model of non-users and users has a very good fit with current data and is statistically significant. It also reveals that all relationships are significant except for price consciousness to product design and for brand familiarity to price consciousness. There is also partial mediation of product design between antecedent factors and product experience. Furthermore, the moderating effect of reference groups appears to play an important role, as it impacts the relationship between antecedent factors of the country-of-origin effect and product design/product experience. Originality/value This study indicates that the non-users’ group based on the hypothetical purchases of a luxury brand with a strong country image has a different country-of-origin effect to the users’ group of the same luxury brand. Moreover, the study concludes that there are statistically significant differences between the non-users’ group versus users’ group of a luxury brand (Mercedes-Benz), and these differences are concerned with the constructs of brand familiarity, brand commitment, product design and product experience. Finally, the study reveals that “price consciousness” is not relevant for luxury brands. Managerial implications, limitations of the study and future research directions are discussed.

scholarly journals An insight into pay-what-you-want pricing

2015 ◽  
Vol 33 (5) ◽  
pp. 733-748 ◽  
Author(s):  
Rajat Roy
Keyword(s):  
Design Methodology ◽  
Internal Reference ◽  
Content Type ◽  
Future Studies ◽  
Price Consciousness ◽  
Internal Reference Price ◽  
Pay What You Want ◽  
Key Variables ◽  
Practical Implications ◽  
Insight Into

Purpose – Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP-WTP relationship is further moderated by involvement and price consciousness. The purpose of this paper is to test how the IRP-WTP relationship will be moderated by involvement and price consciousness, albeit in the pay-what-you-want (PWYW) context. In the PWYW setting consumers can pay any amount of money (including nothing) and no external pricing cues are provided. Design/methodology/approach – A survey was engaged to measure the key variables, and the data was analyzed using hierarchical multiple regression with spotlight analyses. Findings – In the normal everyday pricing context, involvement strengthens the IRP-WTP relationship, while price consciousness weakens it. Contrary to this normal pricing wisdom, in the PWYW context, it was found that both involvement and price consciousness weaken the IRP-WTP relationship, thereby driving down consumers’ WTP. Research limitations/implications – Future studies should use experimental design to manipulate some of the independent variables used in the study, focus on the mediating processes that underlie PWYW decision-making and extend the findings in the context of wider demographics. Practical implications – Managers should focus on segmentation, branding and product experiences to ensure higher returns of PWYW businesses. Originality/value – This paper addresses lack of overall research in the PWYW area, and also addresses some key gaps left by extant research of Kim et al. (2009) that was published in the Journal of Marketing.

The Relation Between Teachers' Diagnostic Sensitivity, their Instructional Activities, and their Students' Achievement Gains in Reading*

2013 ◽  
Vol 27 (4) ◽  
pp. 283-293 ◽  
Author(s):  
Lars Behrmann ◽  
Elmar Souvignier
Keyword(s):  
Reading Comprehension ◽  
Classroom Management ◽  
Reading Program ◽  
Multilevel Analyses ◽  
Moderating Effects ◽  
Management Skills ◽  
Judgment Accuracy ◽  
Achievement Gains ◽  
Instructional Activities ◽  
Main Effects

Single studies suggest that the effectiveness of certain instructional activities depends on teachers' judgment accuracy. However, sufficient empirical data is still lacking. In this longitudinal study (N = 75 teachers and 1,865 students), we assessed if the effectiveness of teacher feedback was moderated by judgment accuracy in a standardized reading program. For the purpose of a discriminant validation, moderating effects of teachers' judgment accuracy on their classroom management skills were examined. As expected, multilevel analyses revealed larger reading comprehension gains when teachers provided students with a high number of feedbacks and simultaneously demonstrated high judgment accuracy. Neither interactions nor main effects were found for classroom management skills on reading comprehension. Moreover, no significant interactions with judgment accuracy but main effects were found for both feedback and classroom management skills concerning reading strategy knowledge gains. The implications of the results are discussed.

Social Desirability in Personality Inventories

2014 ◽  
Vol 35 (3) ◽  
pp. 144-157 ◽  
Author(s):  
Martin Bäckström ◽  
Fredrik Björklund
Keyword(s):  
Social Desirability ◽  
Big Five ◽  
Work Performance ◽  
Factor Model ◽  
Five Factor Model ◽  
Peer Ratings ◽  
Personality Inventories ◽  
Model Study ◽  
The Difference ◽  
New Variables

The difference between evaluatively loaded and evaluatively neutralized five-factor inventory items was used to create new variables, one for each factor in the five-factor model. Study 1 showed that these variables can be represented in terms of a general evaluative factor which is related to social desirability measures and indicated that the factor may equally well be represented as separate from the Big Five as superordinate to them. Study 2 revealed an evaluative factor in self-ratings and peer ratings of the Big Five, but the evaluative factor in self-reports did not correlate with such a factor in ratings by peers. In Study 3 the evaluative factor contributed above the Big Five in predicting work performance, indicating a substance component. The results are discussed in relation to measurement issues and self-serving biases.

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