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The role of internal reference prices in consumers’ willingness to pay judgments: Thaler’s Beer Pricing Task revisited

Beer Pricing TaskEconomicsConsumer Decision MakingConsumer UncertaintyPricing PolicyBehavioral Decision MakingManagementConsumer ResearchBusinessInternal Reference PricesConsumer BehaviorBehavioral EconomicsDecision ScienceMarketingConsumer AttitudeThaler ’Consumer Choice