Invidious Comparisons: Multiple Sources of Unfairness in Comparisons to Prices Paid By Other Consumers

Comparisons to prices paid by other consumers have been identified as particularly meaningful in shaping price fairness judgments because they provide a salient, straightforward indication of the price consumers deserve (i.e., exactly the same as other consumers). In this research, we argue that consumers also interpret different prices as discriminatory and disrespectful, and that such inferences are an important source of the perceived unfairness. Three experiments were conducted manipulating both elements of the price comparison and consumer comparison characteristics.



Citation:

Laurence Ashworth and Lindsay McShane (2011) ,"Invidious Comparisons: Multiple Sources of Unfairness in Comparisons to Prices Paid By Other Consumers", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 323-323.

Authors

Laurence Ashworth, Queen’s University, Canada
Lindsay McShane , Queen’s University, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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