What does participative pricing allow sellers to do?

• A. Standardize pricing across all customers.
• B. Capitalize on heterogeneous values consumers assign to the same goods and services.
• C. Increase production without changing prices.
• D. Ignore consumer valuations when setting prices.

Answer: (B)

Participative pricing lets the price be influenced by what buyers are willing to pay, reflecting the different values each customer assigns to the same product. This approach recognizes that one person may value an item much more than another, and it tries to capture that variation. By letting buyers participate in setting or choosing the price—through methods like name-your-own-price, auctions, or pay-what-you-want—the seller can extract more revenue from those who value the product highly while still appealing to price-sensitive buyers who wouldn’t purchase at a single fixed price. It’s not about standardizing prices or increasing production without changing prices, and it doesn’t ignore valuations; it leverages the different valuations customers place on the same goods.