Impacts of product type and representation type on the perception of justice and price fairness
| Autor: | José Afonso Mazzon, Giuliana Isabella, Angelika Dimoka |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
media_common.quotation_subject 05 social sciences Context (language use) Advertising Product type Economic Justice 050105 experimental psychology Purchasing Injustice Perception 0502 economics and business Economics 050211 marketing 0501 psychology and cognitive sciences Construal level theory Product (category theory) media_common |
| Zdroj: | Journal of Business Research. 81:203-211 |
| ISSN: | 0148-2963 |
| Popis: | Consumers make purchasing decisions every day. This paper investigates perceptions of justice and price unfairness, where the product (hedonic vs. utilitarian) is presented either in a more abstract (verbal) or a more concrete (photo) way in a context of discriminatory pricing—a widely-employed marketing practice. Two experimental studies were completed. Results show an interaction between product and representation types. When consumers pay more than others to purchase utilitarian products that are concretely represented, participants perceive more unfairness when compared to hedonic products. However, when consumers pay more than others to purchase utilitarian products abstractly represented, the perception of unfairness decreased compared to hedonic products. For consumers and practitioners, this study offers important contributions—it presents situations in which a discriminatory price can result in a different perception of injustice or price unfairness to informed consumers. Accordingly, implications of these findings for the literature, consumers, and managers are discussed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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