Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing

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Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing

Purpose: The purpose of this paper is to investigate the direct and indirect effects of social visibility (private vs public), purchase motivation (intrinsic vs extrinsic vs altruistic) and external reference price (ERP) (absent vs present) on consumers’ pricing decisions in pay-what-you-want (PWYW)...

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Bibliographic Details
Main Authors:	Roy, Rajat, Rabbanee, Fazlul, Sharma, Piyush
Format:	Journal Article
Published:	2015
Online Access:	http://hdl.handle.net/20.500.11937/25725

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