| Study 1 Study 4 (field experiment) DV = PWYW payments | H1: In a PWYW context, symbolic rewards will have the highest impact on prices paid, followed by verbal and tangible rewards | Findings showed that subjects were willing to pay higher PWYW prices in the symbolic followed by verbal and tangible reward conditions |
| Study 2 DV = PWYW payments | H1: In a PWYW context, symbolic rewards will have the highest impact on prices paid, followed by verbal and tangible rewards | Past research shows that both reward type and PWYW prices could be influenced by private versus public setting. In study 1, subjects completing the experiment was akin to a private setting. Study 2, tested H1 but under stricter conditions and within a different context (i.e. restaurant). Findings showed that the symbolic reward had higher impact on the PWYW prices paid in the private (versus public) setting, while both tangible and verbal rewards had higher impact in the public (versus private) setting |
| Study 3 DV = PWYW payments | H2: In a PWYW context, reward type and time-of-day will jointly impact prices paid such that symbolic reward will have the highest impact on prices paid in the morning, followed by verbal reward in the afternoon and tangible reward in the evening | Impact of reward type on PWYW prices is further moderated by time-of-day. The symbolic reward worked best in the morning while the verbal reward worked best in the afternoon. Tangible reward was more effective in the evening compared to the morning |
| Study 3 DV = PWYW payments | H3: In a PWYW context, the joint effect of reward type and time-of-day on prices paid would be mediated through multiple pathways of (a) intrinsic motivation and (b) internal reference price | Presenting a symbolic reward in the evening can actually lower intrinsic motivation, however this effect did not carry further to influence PWYW prices. On the other hand, presenting symbolic reward in afternoon and evening led to lower PWYW payments through internal reference price |