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The effects of individual internal versus external reference prices on consumer decisions for pay-what-you-want payments

second hypothesis is as follows: H2: The PWYW payments increase with consumers’ perception of costs of production expressed as the share of the product price. H2a: The PWYW payments increase with consumers’ perception of authors’ reward expressed as the share of the product price. Our stakeholders found the last two hypotheses interesting in the context of the Polish market for e-books. Prices of e-books in Poland are on average 20–30% lower than prices of paper books. Consumers see this as a minor price difference, and actually expect the price of a digital copy

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