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Keywords: Internal reference price
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (4): 489–504.
Published: 11 April 2023
... their internal reference price. Originality/value The theory of purchase value assumes that consumers seek to maximize their value. Our work relaxes this assumption to show how value maximizers (and satisficers) differ in the process of value formation and their responses to price promotions. 31 01...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (1): 117–136.
Published: 01 February 2016
...Rajat Roy; Fazlul K. Rabbanee; Piyush Sharma Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness...
