The Role of Inferences of Impact on Perceptions of Price (Un)Fairness

Margaret C. Campbell, University of Colorado, Boulder
Given the importance of perceptions of price (un)fairness (PPU), there is need for research to provide greater insight into what drives these perceptions. The majority of research has been based on the principle of dual entitlement (Kahneman et al. 1986), whereby consumers and firms are seen as having rights to their reference prices and profits. Research provides evidence that characteristics of the firm influence PPU. The research presented here proposes that, additionally, characteristics of the consumer can influence PPU. Specifically, this research adds a variable, perceived harm to consumers, that influences perceptions of price (un)fairness. This is supported across three studies.
[ to cite ]:
Margaret C. Campbell (2008) ,"The Role of Inferences of Impact on Perceptions of Price (Un)Fairness", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 253-256.