How Beliefs About the Universal Potential For Ideal Body Weight Influence Fairness Perceptions of Price Discrimination

We examine how lay beliefs about the universal potential for ideal body weight affect consumers’ acceptance of price discrimination (e.g., airlines’ “pay-as-you-weigh”). Universal (vs. nonuniversal) beliefs enhance fairness perceptions of such policies via highlighting the benefits for the individual (vs. company). Boundary conditions and downstream consequences are also investigated.



Citation:

Shaobo Li, Michail D. Kokkoris, and Krishna Savani (2017) ,"How Beliefs About the Universal Potential For Ideal Body Weight Influence Fairness Perceptions of Price Discrimination", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 206-211.

Authors

Shaobo Li, Nanyang Technological University, Singapore
Michail D. Kokkoris, Vienna University of Economics and Business, Austria
Krishna Savani, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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