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



Share Proceeding

Featured papers

See More

Featured

Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

Read More

Featured

B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust

Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University

Read More

Featured

F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada

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.