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1、Passage1:ItpaystogiveAllowingconsumerstosettheirownpricescanbegoodforbusiness;evenbetterifthefirmsgivesomeofittocharityINOCTOBER2007Radiohead,aBritishrockgroup,releaseditsfirstalbuminfouryears,“InRainbows”,asadirectdigitaldownload.Themovedrewafairbitofattention(includingfromthisnewspaper)notonlybec
2、auseitrepresentedatechnologicalthumbintheeyetothetraditionalmusicindustry,butalsobecausethebandallowedlistenerstopaywhatevertheywishedforit.Some60%ofthosewhoseizedtheopportunitypaidnothingatall,butthebandseemedpleasedwiththeresult;oneestimatehaditearningnearly$3mfromtheexperiment.Onegroupoutsidethe
3、musicindustrytakinganinterestwasatrioofprofessorsthenattheRadySchoolofManagementattheUniversityofCalifornia,SanDiego:AyeletGneezy,UriGneezyandLeifNelson(whoisnowattheHaasSchoolofBusinessattheUniversityofCalifornia,Berkeley).Inspired,theydesignedaseriesofexperimentstogaugewhetherpay-what-you-wantpri
4、cingwouldworkforotherbusinesses.Theirmostrecentexperiment,co-authoredwithAmberBrownofDisneyResearchandpublishedinScience,alsostirredinanewelement:woulditmakeanydifferenceiffirmsdonatedsomeofthepay-what-you-wantfeetocharity?Theauthorssetuptheirpricingexperimentattheexitofaroller-coasterrideatalargea
5、musementpark.Riderswereofferedaphotographofthemselves,snappedmid-coast.Theusualpricewas$12.95,butononeday,ridersweretoldtheycouldpaywhattheywished,includingtakingthephotoforfree.Asecondgroupwaschargedthefullpricebuttoldthathalfthemoneywouldgotoawell-regardedhealthcharity.Yetathirdgroupcouldsetthepr
6、iceandseehalfoftheirchosenamountdonated.Allowingcustomerstosetthepricedramaticallyincreasedthepercentageofbuyers—fromlessthan1%to8%.Evenaccountingforthosewhotookafreephoto,theamusementparkcollectedmorerevenueonthepay-what-you-wantdaythanwhensellingfortheusualfixedprice.Theauthorsalsofoundthatofthec
7、ustomerswhowereallowedtopaywhattheywant,thosewhoweretoldthathalfthemoneywouldgotoagoodcausepaidsubstantiallymorethanthosewhowerenottoldaboutthecharitabledonation—tothepointthatrevenuemorethantripled.(Thecha
