Perceived Price Fairness and Perceived Transaction Value

Research has indicated that a concept closely related to fairness is transaction value, defined as consumers’ perceptions of the psychological satisfaction or pleasure from taking advantage of a price deal. Would a price that is judged to be a good deal be perceived as a fair price? Conversely, would a price perceived as unfair be judged to be a bad deal? In this research, we conceptualize that perceptions of price fairness and transaction value share many similarities, but that there are also differences. Using two studies, we empirically examine these differences.


Lan Xia and Kent Monroe (2007) ,"Perceived Price Fairness and Perceived Transaction Value", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 394-394.


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


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Product Transparency in Online Selling Mechanisms: Consumer Preference for Opaque Products

Lucas Stich, Ludwig-Maximilians-University Munich
Martin Spann, Ludwig-Maximilians-University Munich
Gerald Häubl, University of Alberta, Canada

Read More


Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?

Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University

Read More


Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.