Perceived Price Fairness: the Role of Other Marketplace Players

This research attempts to provide new insights on perceived price fairness by considering marketplace settings. In particular, comparisons are drawn between fairness perceptions in a monopoly situation versus under competition. We also consider the effect of the presence of independent channel intermediaries. It is found that a monopolist’s price increase action is deemed fairer than that of a firm in a competitive situation. Additionally, retailers are perceived to be more unfair than manufacturers given a price increase.



Citation:

Mark Ratchford and Atanu R Sinha (2009) ,"Perceived Price Fairness: the Role of Other Marketplace Players", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 1-1.

Authors

Mark Ratchford, University of Colorado at Boulder, Leeds School of Business, Boulder, CO 80309, USA
Atanu R Sinha, University of Colorado at Boulder, Leeds School of Business, Boulder, CO 80309, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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