Moderating Effects of Emotion on the Perceived Fairness of Price Increases

Tobias Heussler, Universtiy of Muenster, Germany
Huber Frank, University of Mainz, Germany
Frederik Meyer, University of Mainz, Germany
Kai Vollhardt , Dieter Ahlert, University of Mainz, Germany; Universtiy of Muenster, Germany
Previous research on price changes has focused on the analysis of price increases on the basis of rational processes. This paper focuses on the examination of the moderating role of emotions on the relationship between the magnitude of price increases and perceived price fairness. In addition, we analyze the effect of perceived price fairness and willingness to pay in consideration of the moderating influence of emotions. The empirical results demon-strate that emotions have the potential to compensate for the negative impact of price in-creases on perceived price fairness and the willingness to pay.
[ to cite ]:
Tobias Heussler, Huber Frank, Frederik Meyer, and Kai Vollhardt , Dieter Ahlert (2009) ,"Moderating Effects of Emotion on the Perceived Fairness of Price Increases", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 332-338.