An Insight into Pay-what-you-want Pricing

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An Insight into Pay-what-you-want Pricing

Purpose: Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP–WTP relationship is further moderated by involvement and price consciousness. The current research was designed to...

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Bibliographic Details
Main Author:	Roy, Rajat
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2015
Online Access:	http://hdl.handle.net/20.500.11937/42756

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