Articlegreen2004

The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions

Lan Xia · Kent B. Monroe · Jennifer L. Cox

1,473 citations0/0 files storedJournal of Marketing

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Consumer Market Behavior and Pricing Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Recent news coverage on pricing portrays the importance of price fairness. This article conceptually integrates the theoretical foundations of fairness perceptions and summarizes empirical findings on price fairness. The authors identify research issues and gaps in existing knowledge on buyers’ perceptions of price fairness. The article concludes with guidelines for managerial practice.

Citations in this library

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References

1994The Commitment-Trust Theory of Relationship Marketing 1995An Integrative Model Of Organizational Trust 2025Advances in Consumer Research 1999The Role of Emotions in Marketing 2000No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality 1980Pricing: Making Profitable Decisions

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