When travel blurs the self: The role of self-diagnosticity in tourist pay-what-you-want
研究发现，旅游环境会降低顾客的自我诊断性感知，导致他们在随意付费中支付更少；但当顾客参与实现型（而非享乐型）体验时，这种负面效应会逆转。
While existing research on pay-what-you-want often focuses on specific factors within the tourism context (e.g., time pressure, social crowding) that impact customers' payment magnitude, little is known about how the tourism context per se may shape customers' responses in pay-what-you-want pricing . Building on the multiple self-aspects framework, self-diagnosticity theory, and escapism characteristics of tourism, this research proposes that, because one's core self-aspects are less available and accessible in the tourism environment, customers in the tourism (vs. daily) context undergo a diminished perception of self-diagnosticity, which motivates them to pay less in pay-what-you-want. Intriguingly, the negative effect of tourism (vs. daily) context on customers' pay-what-you-want payments will be reversed when customers are engaged in eudaimonic (vs. hedonic) experiences. The focal effect is examined in both pure consumption and cause marketing situations and the underlying mechanism is explored using both mediation and moderation approaches. Theoretical and managerial implications are also discussed.