How much would you like to pay? Trust, reciprocity and prosocial motivations in El trato
Datos Bibliográficos
| ID | 3069142 |
|---|---|
| Autores | Francisco J León (Universitat de Girona), Francisco José León Medina (0000-0003-1713-9757, Universitat de Girona), José Antonio Noguera Ferrer (0000-0003-0263-8908, Universitat Autonòma de Barcelona), José A Noguera (Universitat Autonòma de Barcelona), Jordi Tena-Sánchez, Jordi Tena Sánchez (0000-0001-8569-5742, Universitat Autonòma de Barcelona) |
| Año | 2012 |
| Volumen | 51 |
| Número | 3 |
| Páginas | 389-417 |
| Fecha de publicación | 2012-09-01 |
| Peer Reviewed | Sí |
| Open Access | Sí |
| Tipo | ARTICLE |
| Revista | Social Science Information (JOURNAL) |
| Identificadores de la revista | ISSN: 0539-0184 • E-ISSN: 1461-7412 |
| Editorial | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/0539018412441756 |
| OpenAlex | W2001208928 |
| Idioma | EN |
| Citas recibidas | 6 |
| Referencias citadas | 47 |
Prosocial motivations and reciprocity are becoming increasingly important in social-science research. While laboratory experiments have challenged the assumption of universal selfishness, the external validity of these results has not been sufficiently tested in natural settings. In this article we examine the role of prosocial motivations and reciprocity in a Pay What You Want (PWYW) sales strategy, in which consumers voluntarily decide how much to pay for a product or service. This article empirically analyses the only PWYW example in Spain to date: the El trato ('The deal') campaign launched by the travel company Atrápalo, which offered different holiday packages under PWYW conditions in July 2009. Our analysis shows that, although the majority of the customers did not behave in a purely self-interested manner, they nonetheless did so in a much higher proportion than observed in similar studies. We present different hypotheses about the mechanisms that may explain these findings. Specifically, we highlight the role of two plausible explanations: the framing of the campaign and the attribution of 'hidden' preferences to Atrápalo by its customers, which undermined the interpretation of El trato as a trust game
Advertising · Attribution · Business · Prosocial behavior · Reputation · Social science · Sociology · Evolutionary Game Theory and Cooperation · Experimental Behavioral Economics Studies · Psychology · Social and Intergroup Psychology · Social Psychology · Marketing
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Assessing Customers' Moral Disengagement from Reciprocity Concerns in Participative Pricing
An innovative price-setting approach
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Collaborative destination marketing and PWYW
How much would you like to pay? Trust, reciprocity and prosocial motivations in El trato
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How much would you like to pay? Trust, reciprocity and prosocial motivations in El trato
From Self-Interest Motives to Justice Motives
Human Motivation and Social Cooperation
| Obras citantes distintas | 6 |
|---|---|
| Citas por año | 0,43 |
| Intervalo de citas | 2012 - 2022 (11) |
| Velocidad de citación | historical |
| Altamente citado | No |
| Tipos de cita | Neutras: 5 |