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Keywords: Participative pricing
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1298–1322.
Published: 18 March 2024
... on both positive and negative decision-making outcomes while controlling for the context. Study 4 engages two forms of participative pricing situations, PWYW versus PIF. In both PWYW and PIF situations, consumers have absolute control over how much they want to pay. With consumers paying for themselves...
