Culture, Relationship Norms, and Perceived Fairness of Asymmetric Pricing

Haipeng Chen, Texas A&M University, USA
Lisa Bolton, Pennsylvania State University, USA
Sharon Ng, Nanyang Technological University, Singapore
We examine cultural differences in the endorsement of dual entitlement, which provides one rationale for asymmetric pricing. We find that eastern (western) consumers guided by communal (exchange) norms judge asymmetric pricing as unfair (fair), but such differences disappear in separate evaluations or when an other (vs. self) perspective is primed.
[ to cite ]:
Haipeng Chen, Lisa Bolton, and Sharon Ng (2012) ,"Culture, Relationship Norms, and Perceived Fairness of Asymmetric Pricing", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 821-822.