B4. Prestige Is the Truth: Luxury Branding Drives For Fairness Perception of Non-Physical Attribute Based Dynamic Pricing
Dynamic pricing is widely adopted in experience products. However, consumers may not perceive different pricing policies as equally fair. An experiment finds evidence that consumers feel ambiguity in judging differential pricing policy based on non-physical (vs. physical) attribute and perceive such policy as fairer for luxury brands (vs. economy brands).
Edward Yuhang Lai and Cindy Yoonjoung Heo (2018) ,"B4. Prestige Is the Truth: Luxury Branding Drives For Fairness Perception of Non-Physical Attribute Based Dynamic Pricing", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 916-916.
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
NA - Advances in Consumer Research Volume 46 | 2018
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