|Publication type:||Conference paper|
|Type of review:||Peer review (publication)|
|Title:||Do PWYW labels affect internal reference prices and prices paid?|
|Proceedings:||Advances in Consumer Research Volume 49|
|Editors of the parent work:||Williams Bradford, Tonya|
|Conference details:||52nd Annual Conference of the Association for Consumer Research (ACR), virtual, 28-30 October 2021|
|Publisher / Ed. Institution:||Association for Consumer Research|
|Subject (DDC):||658.8: Marketing management|
|Abstract:||We investigate the effect of different "Pay What You Want" (PWYW) labels in combination with anonymity on prices paid (PP) and consumers' internal reference prices (IRP). A field experiment shows that PWYW labels affect prices paid and consumers' IRP. Also, the relevance of anonymity differs for different PWYW labels.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Appears in collections:||Publikationen School of Management and Law|
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