Browsing by Author "af1fa477-0c44-411c-aac3-e9abea4097e7"
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The Role of External Reference Price in Pay-What-You-Want Pricing: The Application of Nudge Theory
Xu, Zheng (2023-04-12)I explore the role of external reference price in Pay-What-You-Want (PWYW) pricing and the application of Nudge Theory to influence consumer behavior. The literature on PWYW pricing has primarily focused on the use of ...