TY - GEN A1 - Werner, Bastian A1 - Dost, Florian A1 - Ahmed, Sheraz T1 - Der Einfluss von partizipativen Preismechanismen auf die Kaufentscheidung ein empirischer Vergleich von PWYW , PYP und Festpreis am Beispiel dreier Konsumprodukte T2 - Proceedings International Marketing Trends Conference 2024, Venice N2 - In a time of inflation, stagnant sales, and intense global competition, companies must differentiate themselves from their rivals to gain a competitive advantage. One intriguing strategy for this is the emerging Pick-Your-Price (PYP) mechanism, which, similar to the well-known Pay-What-You-Want (PWYW), is considered a participative pricing mechanism that enables buyers to significantly impact the price. Buyers prefer actively participating in the pricing process instead of passively accepting fixed prices. Their participation also enhances perceptions of fairness and satisfaction. However, which pricing mechanism - fixed price, PWYP, or PYP - should companies use to optimize purchase intent and expected payments? To address this, an online experiment was carried out, and ANOVA and mediation analysis were employed. This research investigates pricing strategies implemented on products of varying price levels (deodorant, smartphone, car) to evaluate their effects on purchase intention, expected payment, and buyers' perceptions of control, effort, and fairness throughout the purchase process. Results indicate that PWYW generates higher ratings for price control, cognitive effort, and purchase intention, while the highest payment expectation comes from PYP. Furthermore, the study shows that perceived control most significantly influences purchase intention and expected payment, followed by effort and fairness. We discuss implications for both researchers and practitioners. N2 - In Zeiten von Inflation, stagnierenden Umsätzen und intensivem globalen Wettbewerb müssen Unternehmen sich von ihren Konkurrenten abheben, um Wettbewerbsvorteile zu erzielen . Ein interessanter Ansatz hierbei ist der neu entstandene Pick Your Price (PYP) Mechanismus, der ähnlich wie das bekannte Pay What You Want (PWYW) als partizipativer Preisbildungsmechanismus gilt und den Käufern die Möglichkeit g ibt den Preis massiv zu beeinflussen Käufer bevorzugen eine aktive Beteiligung am Preisbildungsprozess anstelle des passiven Akzeptierens fester Preise. Eine Teilnahme der Käufer an diesem Prozess erhöht zudem ihre Wahrnehmung von Fairness und Zufriedenheit. Allerdings stellt sich die Frage, welcher Preismechanismus Festpreis, PWYP oder PYP von Unternehmen genutzt werden sollte, um die Kaufabsicht und erwarteten Zahlungen zu optimieren. Um diese Frage zu beantworten, wurde ein Online Experiment durchgeführt und mittels ANOVA und Mediationsanalyse ausgewertet. Die se Studie vergl eicht d ie genannten Strategien anhand von Produkten mit unterschiedlichen Preisniveaus (Deodorant, Smartphone, Auto). Ziel war es, die Auswirkungen der Preismechanismen auf die Kaufabsicht, die erwarteten Zahlungen und die Wahrnehmung der Käufer in Bezug auf Kontrolle , A ufwand und Fairness, während des Kaufprozesses zu bewerten. Die Ergebnisse zeigen, dass PWYW die höchsten Werte für Preiskontrolle, kognitiven Aufwand und Kaufabsicht liefert. Die höchste Zahlungserwartung wurde hingegen für PYP ermittelt. Darüber hinaus zeigt diese Stud ie, dass die wahrgenommene Kontrolle die Kaufabsicht und die erwartete Zahlung am stärksten beeinflusst , gefolgt von Aufwand und Fairness. Weiterhin werden Erkenntnisse für Forscher und Praktiker diskutiert. T2 - The Influence of Participative Pricing Mechanisms on Purchase Decisions - an empirical Comparison of PWYW, PYP, and Fixed Price using three selected consumer products KW - Participative Pricing Mechanismse KW - Purchase Decision KW - PWYW KW - PYP KW - Pricing Y1 - 2024 UR - https://archives.marketing-trends-congress.com/2024/pages/PDF/111.pdf SN - 978-2-490372-18-8 ER - TY - GEN A1 - Werner, Bastian A1 - Dost, Florian T1 - Range-based versus Point-based WTP/WTA Measures: New Findings for the Endowment Effect T2 - Proceedings of the European Marketing Academy N2 - Previous research has examined the well-known endowment effect using point-based measures of willingness to pay (WTP) and willingness to accept (WTA) values and found that this effect leads to market failure because sellers' WTA often exceeds buyers' WTP. This research examines the endowment effect using range-based measures of WTP and WTA, providing a more realistic perspective given bounded rationality and uncertainty conditions. To confirm the conceptual extensions and modifications of the endowment effect, we conceptually replicate a comprehensive point-based study on the endowment effect (Jefferson/Taplin, 2011) using range-based measures. Our results show an increased endowment effect but also less severe inefficiencies in a market, as there is significant overlap between WTP and WTA ranges, leading to a more efficient market than previously thought and more transactions taking place. Y1 - 2024 UR - https://proceedings.emac-online.org/pdfs/A2024-119665.pdf IS - 53 ER - TY - GEN A1 - Hall, Braeden A1 - Schmidt, Kathleen A1 - Wagge, Jordan A1 - Lewis, Savannah C. A1 - Weissgerber, Sophia C. A1 - Kiunke, Felix A1 - Pfuhl, Gerit A1 - Stieger, Stefan A1 - Tran, Ulrich S. A1 - Barzykowski, Krystian A1 - Bogatyreva, Natalia A1 - Kowal, Marta A1 - Massar, KarlIJn A1 - Pernerstofer, Felizitas A1 - Sorokowski, Piotr A1 - Voracek, Martin A1 - Chartier, Christopher R. A1 - Brandt, Mark J. A1 - Grahe, Jon E. A1 - Özdoğru, Asil A. A1 - Andreychik, Michael R. A1 - Chen, Sau-Chin A1 - Evans, Thomas R. A1 - Hautekiet, Caro A1 - IJzerman, Hans A1 - Kačmár, Pavol A1 - Krafnick, Anthony J. A1 - Musser, Erica D. A1 - Vergauwe, Evie A1 - Werner, Kaitlyn M. A1 - Aczel, Balazs A1 - Arriaga, Patrícia A1 - Batres, Carlota A1 - Beaudry, Jennifer L. A1 - Cova, Florian A1 - Ďurbisová, Simona A1 - Cramblet Alvarez, Leslie D. A1 - Feldman, Gilad A1 - Godbersen, Hendrik A1 - Gottfried, Jaroslav A1 - Haeffel, Gerald J. A1 - Hartanto, Andree A1 - Isloi, Chris A1 - McFall, Joseph P. A1 - Milyavskaya, Marina A1 - Moreau, David A1 - Nosáľová, Ester A1 - Papaioannou, Kostas A1 - Ruiz-Fernandez, Susana A1 - Schrötter, Jana A1 - Storage, Daniel A1 - Vezirian, Kevin A1 - Volz, Leonhard A1 - Weisberg, Yanna J. A1 - Xiao, Qinyu A1 - Awlia, Dana A1 - Branit, Hannah W. A1 - Dunn, Megan R. A1 - Groyecka-Bernard, Agata A1 - Haneda, Ricky A1 - Kielinska, Julita A1 - Kolle, Caroline A1 - Lubomski, Paweł A1 - Miller, Alexys M. A1 - Mækelæ, Martin J. A1 - Pantazi, Mytro A1 - Ribeiro, Rafael R. A1 - Ross, Robert M. A1 - Sorokowska, Agnieszka A1 - Aberson, Christopher L. A1 - Vassiliou, Xanthippi Alexi A1 - Baker, Bradley J. A1 - Bognar, Miklos A1 - Cong, Chin Wen A1 - Danvers, Alex F. A1 - Davis, William E. A1 - Dranseika, Vilius A1 - Dumbravă, Andrei A1 - Farmer, Harry A1 - Field, Andy P. A1 - Forscher, Patrick S. A1 - Graton, Aurélien A1 - Hajdu, Nandor A1 - Howlett, Peter A. A1 - Kabut, Radosław A1 - Larsen, Emmett M. A1 - Lee, Sean T. H. A1 - Legate, Nicole A1 - Levitan, Carmel A. A1 - Levy, Neil A1 - Lu, Jackson G. A1 - Misiak, Michał A1 - Morariu, Roxana E. A1 - Novak, Jennifer A1 - Pronizius, Ekaterina A1 - Prusova, Irina A1 - Rathnayake, Athulya S. A1 - Romanova, Marina O. A1 - Röer, Jan P. A1 - Sampaio, Waldir M. A1 - Schild, Christoph A1 - Schulte-Mecklenbeck, Michael A1 - Stephen, Ian D. A1 - Szecsi, Peter A1 - Takacs, Elizabeth A1 - Teeter, Julia N. A1 - Thiele-Evans, Elian H. A1 - Valeiro-Paterlini, Julia A1 - Vilares, Iris A1 - Villafana, Louise A1 - Wang, Ke A1 - Wu, Raymond A1 - Álvarez-Solas, Sara A1 - Moshontz, Hannah A1 - Buchanan, Erin M. T1 - Registered Replication Report: A Large Multilab Cross-Cultural Conceptual Replication of Turri et al. (2015) T2 - Advances in Methods and Practices in Psychological Science Y1 - 2024 U6 - https://doi.org/10.1177/25152459241267902 SN - 2515-2459 VL - 7 IS - 4 SP - 1 EP - 38 PB - SAGE Publications ER -