Perceived Price Fairness of Targeted Price Promotions

Lan Xia, Bentley University
Kent Monroe, University of Illinois at Urbana-Champaign, USA
Examining from the perspective of consumers who are not targeted for a price promotion, we find that it has a negative effect on fairness perceptions. This effect is mediated by relational identity and moderated by degree of promotion selectivity, effort of the targeted customer, and the basis for the targeting.
[ to cite ]:
Lan Xia and Kent Monroe (2015) ,"Perceived Price Fairness of Targeted Price Promotions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 813-813.