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
Share Proceeding
Featured papers
See MoreFeatured
My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases
Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA
Featured
A9. I know It’s not real, but I like it!
Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences
Featured
L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA