Postawy studentów wobec partycypacyjnego modelu kształtowania ceny „płać, ile chcesz”
Consumer Attitudes towards Pay-What-You-Want as a Participative Pricing Mechanism

Summary/Abstract: The aim of the study is to identify the heterogeneity of attitudes towards pay-what- you-want as a participative pricing mechanism in the context of the perception of price. The study explored the attitudes of young people who are considered as being potentially interested in such a pricing model. The research is based on the ABC attitude model, comprising the cognitive, affective, and conative factors; it was conducted with the use of the random survey, including a group of 138 students of Management in Kozminski University. For the measurement, Lichtenstein’s et al. (1993) scale has been developed and used; the results have been analysed with the use of SPSS. The generalisability of research findings are limited.

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