Multidimensional Price Comparison: the Moderating Role of ACRoss Consumers and ACRoss Firms Price Comparison on Perceived Fairness, Regret, and Satisfaction

Felix Tang, The Chinese University of Hong Kong, China
Jianmin Jia, The Chinese University of Hong Kong, China
This study investigates the joint effects of across-consumers and across-firms price comparison on perceived fairness, regret, and consumer satisfaction. Findings from an experiment suggest that impact of price inequality across consumers on fairness was diminished when such price comparison was also across firms, while impact of price inequality across consumers on regret was magnified when such price comparison was also across firms. Evidences of loss aversion on perceived fairness and regret were also found. This study supports the idea that different dimensions of the reference price transaction space may interact with each other.
[ to cite ]:
Felix Tang and Jianmin Jia (2007) ,"Multidimensional Price Comparison: the Moderating Role of ACRoss Consumers and ACRoss Firms Price Comparison on Perceived Fairness, Regret, and Satisfaction", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 350-353.