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 More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More

Featured

Q11. The Effect of Message Ephemerality on Information Processing

Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA

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.