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Pay For It and Love It More: A comparative study in marketing psychology between the two campaign methods Pay What You Want and Free

Jostrup, Erica LU and Salic, Emina LU (2015) PSYK11 20151
Department of Psychology
Abstract
This thesis examines whether the marketing procedure Pay What You Want (PWYW) has a stronger positive influence on a consumer’s attitude towards a product in relation to free product trials (FREE). This was studied on students of Lund University with the tool SC-IAT. While FREE gives the product away without further ado, PWYW allows the consumer the freedom to buy a product at any amount of their choosing. No significant change in attitude was found. The amount of money participants were willing to pay could only partially be predicted by the degree of recognition and not by any explicit measurement of attitude. However, the consumer is affected by the perceived cognitive dissonance: While the customer’s internal homo economicus pushes... (More)
This thesis examines whether the marketing procedure Pay What You Want (PWYW) has a stronger positive influence on a consumer’s attitude towards a product in relation to free product trials (FREE). This was studied on students of Lund University with the tool SC-IAT. While FREE gives the product away without further ado, PWYW allows the consumer the freedom to buy a product at any amount of their choosing. No significant change in attitude was found. The amount of money participants were willing to pay could only partially be predicted by the degree of recognition and not by any explicit measurement of attitude. However, the consumer is affected by the perceived cognitive dissonance: While the customer’s internal homo economicus pushes them to pay the smallest possible amount, the self-image prevents them from imposing on the offer to their own advantage. Marketers of PWYW are recommended to focus on achieving acceptance of the offer, rather than what amount the consumer is willing to pay. Further studies exploring the relationship between internal dissonance and the size of the payment is proposed. (Less)
Abstract (Swedish)
Denna uppsats undersöker ifall marknadsföringsmetoden Pay What You Want (PWYW) har en starkare positiv påverkan på en konsuments attityd gentemot en produkt i förhållande till gratisprover (FREE). Detta undersöktes på studenter i Lunds Universitet med ett implicit test, SC-IAT. Medan FREE ger bort produkten utan extra kostnad tillåter PWYW konsumenten friheten att köpa en produkt till vilket pris den än bestämmer. Ingen signifikant attitydpåverkan upptäcktes. Hur mycket pengar som läggs ut gick endast delvis att prediceras genom igenkänningsgrad och inte genom något explicit attitydmått. Däremot påverkas konsumenten av hur stor kognitiv dissonans den upplever: Medan konsumentens interna homo economicus trycker på att betala så lite som... (More)
Denna uppsats undersöker ifall marknadsföringsmetoden Pay What You Want (PWYW) har en starkare positiv påverkan på en konsuments attityd gentemot en produkt i förhållande till gratisprover (FREE). Detta undersöktes på studenter i Lunds Universitet med ett implicit test, SC-IAT. Medan FREE ger bort produkten utan extra kostnad tillåter PWYW konsumenten friheten att köpa en produkt till vilket pris den än bestämmer. Ingen signifikant attitydpåverkan upptäcktes. Hur mycket pengar som läggs ut gick endast delvis att prediceras genom igenkänningsgrad och inte genom något explicit attitydmått. Däremot påverkas konsumenten av hur stor kognitiv dissonans den upplever: Medan konsumentens interna homo economicus trycker på att betala så lite som möjligt, hindrar den egna självbilden från att missbruka erbjudandet till den egna fördelen. Marknadsförare som använder sig av PWYW rekommenderas att fokusera på att erbjudandet accepteras snarare än på hur mycket konsumenten väljer att betala. Vidare studier föreslås som undersöker förhållandet mellan kognitiv dissonans och storleken på betalningen. (Less)
Please use this url to cite or link to this publication:
author
Jostrup, Erica LU and Salic, Emina LU
supervisor
organization
course
PSYK11 20151
year
type
M2 - Bachelor Degree
subject
keywords
Cognitive Dissonance, Self-image, Homo Economicus, Free, Pay What You Want, Attitude, Marketing Psychology, Campaign method, SC-IAT
language
English
id
7365833
date added to LUP
2015-06-17 12:19:24
date last changed
2015-06-18 14:04:29
@misc{7365833,
  abstract     = {This thesis examines whether the marketing procedure Pay What You Want (PWYW) has a stronger positive influence on a consumer’s attitude towards a product in relation to free product trials (FREE). This was studied on students of Lund University with the tool SC-IAT. While FREE gives the product away without further ado, PWYW allows the consumer the freedom to buy a product at any amount of their choosing. No significant change in attitude was found. The amount of money participants were willing to pay could only partially be predicted by the degree of recognition and not by any explicit measurement of attitude. However, the consumer is affected by the perceived cognitive dissonance: While the customer’s internal homo economicus pushes them to pay the smallest possible amount, the self-image prevents them from imposing on the offer to their own advantage. Marketers of PWYW are recommended to focus on achieving acceptance of the offer, rather than what amount the consumer is willing to pay. Further studies exploring the relationship between internal dissonance and the size of the payment is proposed.},
  author       = {Jostrup, Erica and Salic, Emina},
  keyword      = {Cognitive Dissonance,Self-image,Homo Economicus,Free,Pay What You Want,Attitude,Marketing Psychology,Campaign method,SC-IAT},
  language     = {eng},
  note         = {Student Paper},
  title        = {Pay For It and Love It More: A comparative study in marketing psychology between the two campaign methods Pay What You Want and Free},
  year         = {2015},
}