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
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
Featured
How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?
Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile
Featured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA