Perceived Price Fairness of Targeted Price Promotions

Examining from the perspective of consumers who are not targeted for a price promotion, we find that it has a negative effect on fairness perceptions. This effect is mediated by relational identity and moderated by degree of promotion selectivity, effort of the targeted customer, and the basis for the targeting.


Lan Xia and Kent Monroe (2015) ,"Perceived Price Fairness of Targeted Price Promotions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.


Lan Xia, Bentley University
Kent Monroe, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 43 | 2015

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