Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing
Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’ willingness to p...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Emerald Group Publishing Limited
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/20282 |