The University of California conducted their research at a theme park.
A total of 113,047 people rode a roller coaster attraction and had their picture taken while on the ride.
The study investigated 4 distinct pricing points using A/B splits. The net proceeds are as follows (= sales less manufacturing expenses minus donations):
Control price $12.95. Resulted in $0.063 of profit per rider.
Price #1. $12.95 + 50% goes to charity. Profit: $0.036 (43% decrease).
Price #2. Pay what you want (including $0). Profit: $0 (bankruptcy 🙂 ).
Price #3. Pay what you want + 50% goes to charity. Profit: $0.078 (+23%).
Source: marketing.wharton.upenn.edu