The pay-what-you-want business model: Warm glow revenues and endogenous price discrimination

We explore the potential benefits of an up-and-coming business model called “pay-what-you-want” in an environment where consumers experience a warm glow by patronizing a particular firm. We show that, given a social norm regarding minimum contributions, a pay-what-you-want firm should announce a minimum suggested contribution, which is positive—but smaller than the profit-maximizing single price—so as to benefit from “endogenous price discrimination,” whereby consumers differentially contribute more than the suggested minimum. Furthermore, a pay-what-you-want scheme can improve market efficiency and, in special cases, generate more profit than a standard posted price scheme. These results are robust to alternate motivations for generosity, including gift-exchange.