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Price Fairness versus Pricing Fairness

  • Jean Michel Chapuis


    (EIREST - EIREST - Équipe interdisciplinaire de recherches sur le tourisme - UP1 - Université Panthéon-Sorbonne)

This research note discusses the distinction between these two concepts of perceptions of fairness, based on the theory of distributive justice and procedural justice, in order to helps understand consumer behavior. With a sample of 250 tourists in French Polynesia and a structural equation model, tourists do not confuse price fairness and pricing fairness. The theoretical implications are that future research should use two distinct scales. For managers, the study suggests that the attention devoted to explaining the fairness of the pricing has more impact on consumer satisfaction than some attempts to explain the price.

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Paper provided by HAL in its series Post-Print with number hal-00694108.

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Date of creation: 04 Mar 2012
Date of revision:
Publication status: Published in Revenue & Yield Management eJournal, 2012, pp.12. <10.2139/ssrn.2015112>
Handle: RePEc:hal:journl:hal-00694108
DOI: 10.2139/ssrn.2015112
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  1. Kelly L. Haws & William O. Bearden, 2006. "Dynamic Pricing and Consumer Fairness Perceptions," Journal of Consumer Research, University of Chicago Press, vol. 33(3), pages 304-311, October.
  2. Maxwell, Sarah, 2002. "Rule-based price fairness and its effect on willingness to purchase," Journal of Economic Psychology, Elsevier, vol. 23(2), pages 191-212, April.
  3. Bolton, Lisa E & Warlop, Luk & Alba, Joseph W, 2003. " Consumer Perceptions of Price (Un)Fairness," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 474-91, March.
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