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Keywords: Reference price effects
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–23.
Published: 11 September 2026
...) Fairness and social norms Pricing psychology Reference price effects Pricing demands balance among customer expectations, competitive pressures, and business objectives. Amongst innovative pricing mechanisms like Pay-What-You-Want (PWYW), pricing control shifts entirely to consumers, allowing...
Includes: Supplementary data
