Apparently, a fixed price eradicates the potential buyer's worry about her self-image and looking like a cheapskate, thereby increasing demand (as compared with demand of the item with a "name your price" price).
And, even though through "name your price" pricing you can name a lower price than the fixed price, a lower price risks much embarassment in being labelled, by peers, as cheap and lacking generosity, apparently, and thereby reduces demand.
This from a team of researchers led by Ayelet Gneezy at the University of California.
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