How consumers respond to social norms: an evidence from pay-what-you-want (PWYW) pricing
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Consumer Marketing"
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