Pay-What-It’s-Worth Pricing: Just the Facts, Ma’am

Pay-What-It’s-Worth Pricing: Just the Facts, Ma’am


Here are some basic findings on using a Pay-What-It’s-Worth pricing system from the research paper Pay What You Like by J Fernandez and B Nahata:


If a buyer feels that a product or service provides a positive value, they will never ‘free ride’ and not pay anything.


Under certain conditions Pay-What-It’s-Worth can provide a larger profit than uniform pricing. A business that can best benefit from PWIW is:

  • small
  • exclusive
  • intimate
  • focused on personal service
  • creating loyal clientele


People pay what they do because of their:

  1. fairness
  2. satisfaction
  3. market price awareness
  4. net income


The pricing system is used by business owners throughout the world.