Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing
This research explores the trade-offs that customers make between different economic, social, and psychological considerations to arrive at a pay-what-you-want (PWYW) pricing decision. Specifically, it examines the differences in the moderating effects of price consciousness and social desirabili...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2021
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| Online Access: | http://hdl.handle.net/20.500.11937/86765 |