Skip to main content

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

Image of https://cdn.sanity.io/images/qe2ul2l0/production/62e1a3ac861a42a948eb4602e4dbf4f9f3375db6-1333x2000.jpg?auto=format&fit=max&q=80&w=203 203w, https://cdn.sanity.io/images/qe2ul2l0/production/62e1a3ac861a42a948eb4602e4dbf4f9f3375db6-1333x2000.jpg?auto=format&fit=max&q=80&w=405 405w, https://cdn.sanity.io/images/qe2ul2l0/production/62e1a3ac861a42a948eb4602e4dbf4f9f3375db6-1333x2000.jpg?auto=format&fit=max&q=80&w=608 608w, https://cdn.sanity.io/images/qe2ul2l0/production/62e1a3ac861a42a948eb4602e4dbf4f9f3375db6-1333x2000.jpg?auto=format&fit=max&q=80&w=810 810w, https://cdn.sanity.io/images/qe2ul2l0/production/62e1a3ac861a42a948eb4602e4dbf4f9f3375db6-1333x2000.jpg?auto=format&fit=max&q=80&w=1215 1215w, https://cdn.sanity.io/images/qe2ul2l0/production/62e1a3ac861a42a948eb4602e4dbf4f9f3375db6-1333x2000.jpg?auto=format&fit=max&q=80&w=1333 1333w
Scott Cook

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.”


Recent Stories

September 09, 2026

Growth Opportunities

At Rollins, Saarah Valentin ’25 sought out every advantage she could find. Now she’s helping BNY find its next one.

Growth Opportunities

September 09, 2026

Rollins Recognized Among Nation’s Best Colleges for Quality and Affordability

Rollins has once again been named one of the nation’s best colleges in an analysis of dozens of quality and affordability measures from more than 2,400 four-year institutions.

Rollins Recognized Among Nation’s Best Colleges for Quality and Affordability

September 09, 2026

Rollins College Named Among Top 25 Most Beautiful Campuses

The Princeton Review recently ranked Rollins College as the No. 24 Most Beautiful Campus in the nation.

Rollins College Named Among Top 25 Most Beautiful Campuses