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).
Citation:
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.
Authors
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
How Temporal Separation in Budgeting Affects Spending Behavior
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA
Featured
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
Featured
Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments
Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University