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| Tekijä: | Vaidyanathan, R. Aggarwal, P. |
| Otsikko: | Who is the fairest of them all? An attributional approach to price fairness perceptions |
| Lehti: | Journal of Business Research
2003 : JUN, VOL. 56:6, p. 453-463 |
| Asiasana: | Pricing |
| Vapaa asiasana: | Attribution theory Fairness |
| Kieli: | eng |
| Tiivistelmä: | Attribution theory is used to understand consumers' perceptions of fairness of price increases. The dual entitlement (DE) principle has been used in the past research and it has been suggested that price increases will be perceived as fairer if they are cost-justified. This is empirically demonstrated not to be universally true in this study. Three experiments are conducted to examine the fairness perception on two attributional dimensions - locus of cause and controllability. Empirical evidence is found to conclude that even cost-justified price increases can be perceived as less fair when the locus of causality is internal to the seller and/or when the price increase is within the volitional control of the seller. |
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