An experimental investigation of the effects of perceived price fairness on perceptions of sacrifice and value
Martins, Marielza O.B.
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Permalink
https://hdl.handle.net/2142/22913
Description
Title
An experimental investigation of the effects of perceived price fairness on perceptions of sacrifice and value
Author(s)
Martins, Marielza O.B.
Issue Date
1995
Doctoral Committee Chair(s)
Monroe, Kent B.
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Language
eng
Abstract
The basic tenet of this dissertation was that buyers may compare the prices they are charged for identical products purchased from the same seller. Price discrepancies uncovered through this comparison process were shown to affect perceptions of the fairness of the charged prices. Perceived price fairness was determined to depend not only on the price paid by the buyer who act as a comparison other, or reference other in the exchange, but also on the perceived ability of that reference other to pay the charged price, i.e., on the reference other's income level. Perceptions of price fairness were shown to, in turn, affect perceptions of the monetary sacrifice involved in acquiring the product. Perceived sacrifice effects were demonstrated to differ, depending on whether the product being purchased was a basic necessity or a luxury.
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