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This article demonstrates how various concepts derived from marketing and behavioral economics can be useful to accountants and others whose advice is sought on the setting of prices.

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Nevertheless, in the past literature, no formal research has explored the state of development and knowledge dissemination of this subject, and no studies have been conducted on the citation analysis of papers dealing with it. The findings show that the development of PWYW study has increased dramatically in both number and focus in the last five years. Shenzhen Flying Supply Chain Co. Guangzhou Kingdi Printing Co. The present paper contributes to the literature on participative pricing in three ways. The aim of this study is to explore the PWYW mechanism: Is it a communication tool as mentioned by the media or a new participative mechanism which enables power sharing between the enterprise and its customers? Consequently, this article has the following purposes: 1 to identify the state of development of the field, 2 to explore the citation of PWYW papers and the sequence of citations; 3 to identify the most influential researchers in the field, and finally 4 to identify the possible existence of research gaps that are important from the point of view of marketing. Guangzhou Weiye Color Printing Co. Remember me on this computer. Click here to sign up. Shenzhen Osea Technology Co. The unit analysis of the research is a paper on PWYW which was accessed through multisearch data bases. Pujiang E-Thing Craft Co.

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Cheng Yi Creation Company Ltd. Finally, application examples related to pay what you want pricing are investigated. The study applies to marketing scholars conducting research in PWYW, especially in the context of consumer behaviour. The literature review was conducted in order to realize the study. Guangzhou Mangou Arts and Crafts Co. Related Papers. Furthermore this research surprisingly found that having paid with PWYW before might be an important variable with a significant, strong and positive impact on the amount paid. Download Free PDF. Sihem Dekhili. First, we propose a definition of participative pricing mechanisms, as well as a useful taxonomy. Second, we discuss the current understanding by synthesizing conceptual and empirical academic literature. Although researchers do not examine this issue, a number of enterprises have adopted this new pricing policy. Hot sell Custom Logo PU