When One’S Gain Is Another’S Loss: Examine Consumers’ Value and Fairness Perceptions

In this research, I examine factors influencing fairness perceptions in contexts where one consumer’s gain is associated with another consumer’s loss and vice versa. For example, in health care, charging higher prices for certain consumers can supplement treatment costs for other consumers who can’t afford the care. Overall, results showed that a good deal is not always perceived as the most fair and a bad deal is not always unfair. And fairness perceptions influence purchase intentions under different conditions.

Citation:

Lan Xia (2011) ,"When One’S Gain Is Another’S Loss: Examine Consumers’ Value and Fairness Perceptions ", 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: 324-325.