Framing Influence on Fairness Perceptions of Differential Prices
The objective of the research presented in this paper is to examine the effect of two types of framing (attribute and goal) on distributive and procedural price fairness perceptions and on some other variables of consumer behavior. For this purpose, two 2x2 marketing experiments were conducted. The first study evaluated the influence of price framing and seller’s motive on price fairness, price policy fairness, and value perceptions, as well as shopping intentions. The second study assessed the influence of price framing and seller’s motive framing on the same variables as in the first study. An important finding of this paper was that price framing has a direct influence on price fairness perceptions and seller’s motive has a direct influence on policy fairness perceptions. The implications of these results for the firms concern the communication of their pricing messages.
Volume (Year): (2010)
Issue (Month): 3 (September)
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- Levin, Irwin P & Gaeth, Gary J, 1988. " How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, Oxford University Press, vol. 15(3), pages 374-78, December.
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- Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard, 1986. "Fairness as a Constraint on Profit Seeking: Entitlements in the Market," American Economic Review, American Economic Association, vol. 76(4), pages 728-41, September.
- Krishnamurthy, Parthasarathy & Carter, Patrick & Blair, Edward, 2001. "Attribute Framing and Goal Framing Effects in Health Decisions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 85(2), pages 382-399, July.
- Schein, Andrew, 2002. "Concern for fair prices in the Israeli housing market," Journal of Economic Psychology, Elsevier, vol. 23(2), pages 213-230, April.
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