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The Conversation: Why the butcher, the baker and the hotelier are adopting the honesty box


Our research suggests that, with sufficient social momentum among customers to collectively support the seller, this type of plea could indeed drive up payment substantially under pay-what-you-want. Then an honesty box certainly isn’t a bad policy after all.

Vincent Mak, University lecturer in Marketing at Cambridge Judge Business School, on why businesses should introduce the ‘honesty box’, allowing customers to pay what they like for a product or service.

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