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Keywords: Pay-What-You-Want (PWYW) pricing
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–23.
Published: 11 September 2026
...Seema Bihari; Ashwini K. Awasthi; Nitika Sharma Purpose Pay-What-You-Want (PWYW) pricing permits consumers to decide their own payment which might create both opportunities and risks for businesses. Previous studies have examined isolated aspects of PWYW and limited attention has been given...
Includes: Supplementary data
