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Keywords: Participative pricing
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–23.
Published: 11 September 2026
...) which govern what consumers intend to pay, and social influences (descriptive norms, visibility) which determine what they finally pay, offers a comprehensive account of PWYW behaviour and practical guidance for implementing participative pricing in service settings. Nitika Sharma can be contacted...
Includes: Supplementary data
