Developing a model of antecedents to consumers' perceptions and evaluations of price unfairness

Autor:	Rajendra S. Sisodia, Nada Nasr Bechwati, Jagdish N. Sheth
Rok vydání:	2009
Předmět:	Marketing Content analysis Perception media_common.quotation_subject Survey data collection Business Consumer behaviour media_common
Zdroj:	Journal of Business Research. 62:761-767
ISSN:	0148-2963
DOI:	10.1016/j.jbusres.2008.09.004
Popis:	Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense the firm is acting in an immoral or unethical manner. Survey data were collected from 969 consumers to understand their perceptions of price unfairness. In the survey, respondents were asked to provide their perceptions of pricing practices for fifteen products or services. A content analysis of consumers' comments confirms a wide array of drivers of price unfairness discussed by researchers and uncovers a few under-researched antecedents.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e316d1abe91be57514d68e0d85f5ca44 https://doi.org/10.1016/j.jbusres.2008.09.004 Zobrazit plný text záznamu Full Text from ScienceDirect