Power and the appeal of the deal: how consumers value the control provided by Pay What You Want (PWYW) pricing
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DOI: 10.1007/s11002-017-9425-6
Abstract: The current research offers a number of novel findings regarding how individuals respond to Pay What You Want (PWYW) pricing, a strategy that affords consumers complete control over prices. Two experiments integrate research on consumer… read more here.
Keywords: pwyw pricing; control; power consumers; pwyw ... See more keywords
How consumers respond to social norms: an evidence from pay-what-you-want (PWYW) pricing
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DOI: 10.1108/jcm-05-2018-2677
Abstract: PurposeThis paper aims to investigate consumer behaviour in response to social norms under pay-what-you-want (PWYW) pricing. Specifically, it explores the critical role of social norms such as norm priming and consumer prior trust in the… read more here.
Keywords: pwyw pricing; pay want; want pwyw; social norms ... See more keywords