KC ’13 Publishes Article in Journal of Marketing
Business professor Raghabendra KC ’13’s study explores whether timing has a significant effect on payment amount in pay-what-you-want situations.
By Stephanie Rizzo ’09
January 13, 2023
Business professor Raghabendra KC ’13 recently published an article in the Journal of Marketing that examines the timing effects of payment requests in pay-what-you-want pricing situations.
KC worked with co-authors from the University of Cambridge and Harvard University on the project, titled “Before or After? The Effects of Payment Decision Timing in Pay-What-You-Want Contexts.”
Pay-what-you-want is a pricing mechanism where consumers can decide how much to pay for a product or service and has been utilized more widely over the years.
“Our research investigates whether consumers’ payments differ depending on when they are asked to make their payment decision, before or after receiving the unconditionally offered product, and, if a difference exists, why it occurs and under what conditions,” says KC. “We found that people pay different amounts depending on the timing of their payment decision, even when there is minimal change in uncertainty regarding the value of the product at different timings.”
- Categories:
- Business Management |
- Highlights |
- Faculty |
- People
Recent Stories
April 09, 2026
What It’s Like … to Transform a Patent into a Product
Xandria Bramble ’25 ’26MBA shares how the 3/2 Accelerated Management Program (AMP) at Rollins helped her combine computer science and business to build a venture and compete on a national stage.
April 02, 2026
Rollins Launches New Certificate in Artificial Intelligence
The future-proof credential leverages AI literacy and an interdisciplinary approach to equip students to think critically, apply technology responsibly, and adapt to a rapidly evolving professional landscape.
April 01, 2026
Pierre ’25 Earns Tulsa Service Year Fellowship
Social entrepreneurship major Ricardo Pierre ’25 has been selected for a Tulsa Service Year Fellowship.