Getting Nothing Feels Fairer Than Getting Something: How Allocation Outcomes Invoke Different Allocation Rules

We investigate perceived fairness regarding resource allocation between two entities in a performance-based setting. We find that people perceive allocating no resource (vs. a small compensation amount) to the low performer to be fairer. The mechanism concerns the extent to which each allocation conforms to the allocation rule it invokes.



Citation:

Minzhe Xu and Bowen Ruan (2020) ,"Getting Nothing Feels Fairer Than Getting Something: How Allocation Outcomes Invoke Different Allocation Rules", 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: 794-795.

Authors

Minzhe Xu, University of Florida, USA
Bowen Ruan, University of Iowa, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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