Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Production Enjoyment Asymmetrically Impacts Buyers’ Willingness to Pay and Sellers’ Willingness to Charge

Published: May 24, 2023


Anna Paley, Tilburg University; Robert Smith, Tilburg University; Daniel Zane, University of Miami; Jake Teeny, Ohio State University


Buyers and sellers often possess information about how enjoyable a product or service is to produce. The current research demonstrates that this novel marketplace cue, production enjoyment, asymmetrically influences buyers’ and sellers’ pricing judgments. Specifically, the perception that a seller enjoys the process of producing a product or service increases buyers’ willingness to pay and lowers sellers’ willingness to accept and their charging prices. With six studies that use over 100 different jobs, a variety of operationalizations of production enjoyment, as well as actual buyers and sellers, the current research explores a novel and impactful cue to which buyers and sellers respond differently. These findings carry a variety of implications for both theory and practice, providing actionable advice for sellers’ pricing and messaging strategies.