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

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