Abstract
In their model of consumer behavior in pay-as-you-wish (PAYW) pricing, Chen et al. (2017) (CKZ hereaf-ter) imply that all less fair-minded consumers with low concerns of advantageous inequity aversion, that is, γ i ≤ 1, will buy and pay zero, that is, freeload. However, consumers buy only if their utility exceeds zero: A consumer with γ i ≤ 1 and r i ≤ c has a positive utility, u i > 0, only if r i > γ i c, and the correct share of freeloaders should be [Formula Presented] whereas the share of less fair-minded consumers who do not freeload should be [Formula Presented] When we postulate γ to be distributed according to some distribution h [0,1] (γ i ) in the domain [0, 1] and as-sume a uniform distribution of consumption utilities ϕ(r i ) = 1, the share of freeloaders can be expressed as [Formula Presented] with ¯γ [0,1] as the mean of γ in [0, 1] and θ CKZ = θ + δ as the share of less fair-minded consumers, and hence the profits under PAYW (equations (4) and (5) in CKZ) were underestimated and should be given by [Formula Presented].
Original language | English |
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Pages (from-to) | 657 |
Number of pages | 1 |
Journal | Marketing Science: the marketing journal of INFORMS |
Volume | 41 |
Issue number | 3 |
Early online date | 2021 |
DOIs | |
Publication status | Published - 1 May 2022 |
Austrian Fields of Science 2012
- 502020 Market research
Keywords
- MIB
- HBE
- erratum
- participative pricing
- pay what you want
- pay as you wish
- Cat.1