Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing

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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...

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Bibliographic Details
Main Authors:	Roy, Rajat, Rabbanee, Fazlul, Sharma, Piyush
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2015
Online Access:	http://hdl.handle.net/20.500.11937/20282

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