Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing

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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...

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Bibliographic Details
Main Authors:	Rabbanee, Fazlul, Sharma, Piyush, Roy, Rajat
Format:	Journal Article
Published:	Elsevier 2021
Online Access:	http://hdl.handle.net/20.500.11937/86765

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