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Die Bedeutung von Emotionen für die wahrgenommene Fairness bei Preiserhöhungen

Author

Listed:
  • Frank Huber

    (Universität Mainz)

  • Frederik Meyer

    (Universität Mainz)

  • Kai Vollhardt

    (McKinsey & Company)

  • Tobias Heußler

Abstract

Zusammenfassung Die wahrgenommene Fairness von Preisen hat sich als zentrales Konstrukt der Marketingforschung zur Analyse der Wirkung von Preiserhöhungen etabliert. Ausgangspunkt der interdisziplinären Preisfairnessforschung ist, dass Kunden ein Angebot nicht nur rational-ökonomisch bewerten, sondern zusätzlich eine emotionale Komponente bei der Bewertung der Fairness eines Preises relevant ist. Dieser Beitrag bezieht sich daher auf die Analyse emotionaler Aspekte für die Bildung des Fairnessurteils bei Preiserhöhungen, während bisherige Studien, mit wenigen Ausnahmen, auf die Untersuchung kognitiver Größen abstellen. Die auf Basis der Equity-Theorie postulierte Relevanz von Emotionen für das Fairnessurteil bei Preiserhöhungen und dessen Auswirkung auf die Preisbereitschaft können durch eine empirische Untersuchung gestützt werden. Die Ergebnisse dienen der Ableitung von Handlungsempfehlungen für die Unternehmenspraxis und die Forschung.

Suggested Citation

  • Frank Huber & Frederik Meyer & Kai Vollhardt & Tobias Heußler, 2011. "Die Bedeutung von Emotionen für die wahrgenommene Fairness bei Preiserhöhungen," Schmalenbach Journal of Business Research, Springer, vol. 63(4), pages 404-426, June.
    • Handle: RePEc:spr:sjobre:v:63:y:2011:i:4:d:10.1007_bf03373687
    DOI: 10.1007/BF03373687
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    References listed on IDEAS

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