Impacts of product type and representation type on the perception of justice and price fairness
Consumers make purchasing decisions every day. This paper investigates perceptions of justice and price unfair- ness, where the product (hedonic vs. utilitarian) is presented either in a more abstract (verbal) or a more con- crete (photo) way in a context of discriminatory pricing—a widely-employed...
| Autores: | , , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Brasil |
| Institución: | Instituição de Ensino Superior e de Pesquisa (INSPER) |
| Repositorio: | Repositório Institucional da INSPER |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorio.insper.edu.br:11224/4364 |
| Acceso en línea: | https://repositorio.insper.edu.br/handle/11224/4364 https://doi.org/10.1016/j.jbusres.2016.10.031 |
| Access Level: | acceso abierto |
| Palabra clave: | Comportamento do consumidor Discriminatory price Hedonic Construal level theor Price unfairness Perception of justice |
| Sumario: | Consumers make purchasing decisions every day. This paper investigates perceptions of justice and price unfair- ness, where the product (hedonic vs. utilitarian) is presented either in a more abstract (verbal) or a more con- crete (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, partic- ipants 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 sit- uations in which a discriminatory price can result in a different perception of injustice or price unfairness to in- formed consumers. Accordingly, implications of these findings for the literature, consumers, and managers are discussed. |
|---|