Firm Power, Power Distance Belief, and Consumer Price Fairness Perceptions

Zhi Lu, Smeal College of Business, The Pennsylvania State University, USA
Lisa Bolton, Smeal College of Business, The Pennsylvania State University, USA
Sharon Ng, Nanyang Business School, Nanyang Technological University, Singapore
Haipeng (Alan) Chen, Mays Business School, Texas A&M University, USA
This research investigates how firm power influences consumer price fairness perceptions. We also examine how the impact of firm power is moderated by consumers’ power distance beliefs. The findings provide insight into consumer perceptions of the role of firm power in the marketplace, with implications for firms’ pricing strategy.
[ to cite ]:
Zhi Lu, Lisa Bolton, Sharon Ng, and Haipeng (Alan) Chen (2014) ,"Firm Power, Power Distance Belief, and Consumer Price Fairness Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 118-122.