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Framing Influence on Fairness Perceptions of Differential Prices

Author

Listed:
  • Catoiu, Iacob

    (Academy of Economic Studies, Bucharest.)

  • Vranceanu, Diana Maria

    (Academy of Economic Studies, Bucharest.)

  • Tatu, Cristian

    (Academy of Economic Studies, Bucharest.)

Abstract

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.

Suggested Citation

  • Catoiu, Iacob & Vranceanu, Diana Maria & Tatu, Cristian, 2010. "Framing Influence on Fairness Perceptions of Differential Prices," Journal for Economic Forecasting, Institute for Economic Forecasting, vol. 0(3), pages 158-172, September.
    • Handle: RePEc:rjr:romjef:v::y:2010:i:3:p:158-172
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    References listed on IDEAS

    as
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C92 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Group Behavior

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