Theatres take note: a surprising wrinkle in the "pay what you can" pricing model
A fascinating study from the University of Berkeley on "pay what you can" pricing models reveals an astounding wrinkle in the psychology of the transaction - in a nutshell, revenues rise if part of the price goes to charity. Intriguingly, the charity angle did little to attract buyers in a flat-fee situation; and a simple "pay what you want" model led to relentless low-balling. But the "pay-what-you-want, half-…