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dc.contributor.authorRabbanee, Fazlul
dc.contributor.authorSharma, Piyush
dc.contributor.authorRoy, Rajat
dc.date.accessioned2021-12-07T03:46:53Z
dc.date.available2021-12-07T03:46:53Z
dc.date.issued2021
dc.identifier.citationRabbanee, F. and Sharma, P. and Roy, R. 2021. Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing. Journal of Business Research .
dc.identifier.urihttp://hdl.handle.net/20.500.11937/86765
dc.description.abstract

This research explores the trade-offs that customers make between different economic, social, and psychological considerations to arrive at a pay-what-you-want (PWYW) pricing decision. Specifically, it examines the differences in the moderating effects of price consciousness and social desirability on customers’ PWYW pricing decisions between private and public contexts. Three empirical studies are used to test the hypotheses. The findings reveal that the internal reference price and fairness perception positively affect the PWYW prices. These effects are moderated negatively (attenuated) by price consciousness and positively (enhanced) by social desirability. Moreover, the moderating effect of price consciousness is stronger in the private context, while the moderating effect of social desirability is stronger in the public context. These findings offer novel insights on the cognitive process underlying the trade-off between economic and socio-psychological boundary conditions (i.e., price consciousness and social desirability) that drive contrasting effects on customer decision-making in PWYW pricing.

dc.publisherElsevier
dc.titleContextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing
dc.typeJournal Article
dcterms.source.issn0148-2963
dcterms.source.titleJournal of Business Research
dc.date.updated2021-12-07T03:46:52Z
curtin.departmentSchool of Management and Marketing
curtin.accessStatusFulltext not available
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidSharma, Piyush [0000-0002-6953-3652]
curtin.contributor.researcheridSharma, Piyush [D-3562-2012]
curtin.contributor.scopusauthoridSharma, Piyush [26434453900]


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