No Harm, No Foul: the Role of Inferred Harm in Perceptions of Price Fairness Under Price Maintenance

Margaret Campbell, Leeds School of Business, University of Colorado at Boulder, USA
Erin Percival Carter, Leeds School of Business, University of Colorado at Boulder, USA
Consumers’ inferences of impact on consumer welfare are shown to affect perceptions of price unfairness. We find that price maintenance when costs decrease – which prior work has suggested is perceived as fair – is seen as less fair when a lack of access to the product is thought to harm consumers.
[ to cite ]:
Margaret Campbell and Erin Percival Carter (2014) ,"No Harm, No Foul: the Role of Inferred Harm in Perceptions of Price Fairness Under Price Maintenance", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 118-122.