Why Some Prices Are Fairer Than Others

Franklin Shaddy, University of Chicago, USA
Anuj Shah, University of Chicago, USA
Many resources, besides money, can be used to acquire things. We show that consumers believe these resources vary in how well they signal someone’s true preferences (i.e., high WTP doesn’t necessarily signal a strong preference). Importantly, these beliefs influence whether people perceive various pricing strategies as fair.
[ to cite ]:
Franklin Shaddy and Anuj Shah (2016) ,"Why Some Prices Are Fairer Than Others", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 48-52.