Perceived Fairness: Conceptual Framework and Scale Development

The purpose of the paper is to present a conceptual framework for perceived fairness by disentangling its cognitive and emotional aspects in order to develop a theoretically sound measurement instrument. Notwithstanding the important influence of fairness on consumer attitudes and behaviors, prior research in marketing and psychology suffers from the lack of generally agreed-upon antecedents and consequences, which hampers scale development. To clarify the construct, we propose a theoretically grounded conceptual framework that can advance development of a valid and reliable measurement instrument for consumer research.


Sooyeon Nikki Lee-Wingate and Barbara Stern (2007) ,"Perceived Fairness: Conceptual Framework and Scale Development", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 400-403.


Sooyeon Nikki Lee-Wingate, Rutgers University
Barbara Stern, Rutgers University


NA - Advances in Consumer Research Volume 34 | 2007

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