Power and the appeal of the deal: how consumers value the control provided by Pay What You Want (PWYW) pricing

The current research offers a number of novel findings regarding how individuals respond to Pay What You Want (PWYW) pricing, a strategy that affords consumers complete control over prices. Two experiments integrate research on consumer power into the PWYW literature to show that PWYW’s influence arises primarily with respect to low-power consumers who use PWYW’s pricing control to regulate their power states. Specifically, PWYW is shown to promote stronger intentions to purchase and to recommend a product than fixed pricing, particularly for low- versus high-power consumers. Supporting the notion that PWYW offers the powerless a platform for power elevation, experiment 2 reveals that the more favorable responses of low-power consumers to PWYW are accompanied by increased feelings of self-reliance. Further suggesting that low-power consumers value the pricing control afforded by PWYW for power regulation, the effects are not attributed to differences in the amounts that low- and high-power consumers are willing to pay under PWYW. In addition to providing a deeper understanding of PWYW pricing, the present work extends the power literature by demonstrating that power restoration can transpire not only from the possession of certain products but also through the pricing mechanism by which such products are obtained.     

With a little help from abroad: The effect of low-skilled immigration on the female labour supply

We examine whether and how the inflow of female immigrants who specialize in household production affects the labour supply of Italian women. To identify the causal effect, we exploit the family reunification motives and network effects (i.e., the tendency of newly arriving female immigrants to settle in places where males of the same country already live) which is used as an instrument for the geographical distribution of female foreign workers. We find that when the number of immigrants who provide household services is higher, native Italian women spend more time at work (intensive margin) without affecting their labour force participation (extensive margin). This impact is concentrated on highly skilled women whose time has a higher opportunity cost. These results also hold after a battery of robustness checks. We present some further evidence that is also consistent with the idea that the impact works through substitution in household work rather than complementarities in the production sector. Finally, we show that immigration arises as a substitute to publicly provided welfare services, although this phenomenon raises concerns regarding the fairness and sustainability of this private and informal welfare model.     

Economische kroniek

Amsterdam, 6 October 1928.     

Product Ownership as a Moderator of Self-Congruity Effects

A number of studies have investigated the self-congruity hypothesis, which predicts that consumers prefer products and brands whose images closely correspond to their own self-concepts. Support for this hypothesis has been equivocal, and investigators have explored methodological factors and moderators that might account for the discrepant results. In this research we introduce a new variable, product ownership status, as a theoretically important moderator of self-congruity effects. Our study demonstrates that product ownership does indeed moderate these effects, as the self-congruity effect observed under conditions of ownership was eliminated in the absence of ownership.     

What about sustainability? Understanding consumers' conceptual representations through free word association

The United Nations (UN) conceptualizes sustainability as development that meets the current needs of the planet's populations, but without compromising the ability of future generations to meet their own needs. Although the concept of sustainability has been widely discussed in the international political agendas, inconsistent interpretation and ambiguity of the concept by consumers is observed. In this paper, the understanding of the term sustainability amongst Brazilian consumers is reported. Using the word association projective technique, the participants were asked to write down all the words that came to their mind when thinking about “sustainability.” Thematic content analysis was performed by grouping words by similarity of meaning in categories, which were further submitted to correspondence analysis (CA) to create a perceptual map. Brazilian consumers made different associations reflecting the complexity and multidimensionality of the concept amongst different groups of consumers. The most frequently cited categories are related to environment, health and nutrition, behaviour, production and economy and sustenance. CA accounted for 76.7% of the data variance and the perceptual map evidenced that younger individuals with higher education made associations with categories related to the current concept of sustainable development, similar to that proposed by UN. Moreover, consumers with basic education were associated with categories related to food and sustenance. The findings of this study can contribute to the formulation of education strategies directed towards different social groups, besides directing further research on consumer behaviour.