This research highlights how gender shapes consumer payments in Pay What You Want (PWYW) contexts. Four studies involving hypothetical and real payments show that men typically pay less than women in PWYW settings, due to gender differences in agentic versus communal orientation. Men approach the payment decision with an agentic orientation and women with a communal orientation. These orientations then shape payment motives and ultimately affect payment behavior. Because agentic men are more self-focused, their payment decisions are motivated by economic factors, resulting in lower payments. Conversely, communal women are more other-focused, and their payment decisions are motivated by both social and economic factors, resulting in higher payments. The findings additionally highlight how sellers can use marketing communications to increase the salience of social payment motives and demonstrate that by doing so, marketers can increase how much men pay without altering how much women pay in PWYW settings.

这项研究突出了性别如何在“想要的钱”（PWYW）上下文中塑造消费者的支付方式。涉及假设性和真实性支付的四项研究表明，由于在代理人取向和社区取向上的性别差异，在PWYW环境中，男性通常要比女性少。男人以代理人的态度对待付款决定，而妇女则以社区的态度对待。这些方向将影响支付动机，并最终影响支付行为。由于特工更注重自我，因此他们的付款决定受经济因素的影响，导致付款减少。相反，社区妇女更侧重于其他方面，她们的付款决定受到社会和经济因素的激励，从而导致更高的付款额。