Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’...

Advances in technology have always reshaped labor markets. Automating human labor has lead to job losses and creation but most of all, for an increasing demand for highly skilled workers. However, emerging AI innovations like ChatGPT may reduce labor demand in high skilled occupations previously...