Value Pricing and Distributive Concerns

Five studies demonstrate that the perceived fairness of value pricing depends on customer wealth. People found it unfair for sellers to charge lower-income consumers their stated WTP, but fair for sellers to maximize profit at the expense of affluent customers, suggesting that market exchanges are regarded as opportunities for redistribution.



Citation:

Camilla Zallot, Gabriele Paolacci, and Amit Bhattacharjee (2020) ,"Value Pricing and Distributive Concerns", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 902-906.

Authors

Camilla Zallot, Erasmus University Rotterdam, The Netherlands
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Amit Bhattacharjee, INSEAD, France



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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