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A review of the price fairness perception concept

A review of the price fairness perception concept PurposeThis research involves a review of the principal aspects of the concept of perceived price fairness in consumer purchasing behaviour.Design/methodologyThe research reviews the principal aspects of perceived price fairness analysed in the literature. First, it tackles the dimensions of the concept of fairness before examining the dual entitlement principle, from which the idea of reference prices and the term fair price derive.FindingsThe research establishes research ideas for further research into this important topic, which is not currently the subject of much research.Limitations/implicationsThe principal limitation of the research is that it only focuses on the consumer, without analysing the vendor's point of view in pricing. Additionally, it is limited to considering the effects of perceived unfairness on satisfaction. In future research it will be important to include aspects such as loyalty or confidence in the decision making process.Originality/valueThe research offers a thorough overview of the concept of perceived price fairness, proposing several future research areas that are better adjusted to the real‐world functioning of this important concept and should lead to improved understanding. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Academia Revista Latinoamericana de Administración Emerald Publishing

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References (43)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1012-8255
DOI
10.1108/ARLA-06-2013-0067
Publisher site
See Article on Publisher Site

Abstract

PurposeThis research involves a review of the principal aspects of the concept of perceived price fairness in consumer purchasing behaviour.Design/methodologyThe research reviews the principal aspects of perceived price fairness analysed in the literature. First, it tackles the dimensions of the concept of fairness before examining the dual entitlement principle, from which the idea of reference prices and the term fair price derive.FindingsThe research establishes research ideas for further research into this important topic, which is not currently the subject of much research.Limitations/implicationsThe principal limitation of the research is that it only focuses on the consumer, without analysing the vendor's point of view in pricing. Additionally, it is limited to considering the effects of perceived unfairness on satisfaction. In future research it will be important to include aspects such as loyalty or confidence in the decision making process.Originality/valueThe research offers a thorough overview of the concept of perceived price fairness, proposing several future research areas that are better adjusted to the real‐world functioning of this important concept and should lead to improved understanding.

Journal

Academia Revista Latinoamericana de AdministraciónEmerald Publishing

Published: Aug 23, 2013

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