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PWYW pricing has always been non-normative from an economic perspective. As explained by Egbert (2017), it runs counter to neoclassical economic assumptions that consumers should behave rationally in seeking to maximize their own utility. Thus, the majority of people should pay zero for any product sold in a PWYW context. In concurring with the author that reciprocity plays a factor in influencing profitability in some PWYW pricing contexts, the economics and marketing literatures can add additional empirical evidence. Drawing on literature that showed how perceptions of fairness and altruism increased payments under PWYW pricing (Kim, Natter, and Spann 2009), Jung et al. (2014) showed that Pay-It-Forward pricing, where each consumer pays what they want for the purchase of the following consumer can increase revenue generated. In one of their studies, turning a museum’s admissions prices from a PWYW pricing scheme to a scheme where each person paid what they wanted for the entrance fee of the next person in line increased entrance revenues for the museum. Thus, just by converting a short one off interaction into an ongoing reciprocity based situation, companies can increase the amount paid for their products. In those cases, reciprocity is occurring between individual consumers rather

The Behavioral Perspective on Pay What You Want Pricing*