Perceptions of unfairness in price increases: an experimental study


Autoria(s): Mayer,Verônica Feder; Avila,Marcos
Data(s)

01/09/2014

Resumo

This experimental study investigates antecedents and consequences of perceptions of price unfairness in a price increase situation. The proposed theoretical model states that consumer dependence on the service provider as well as the relevance the consumer attributes to the service (for the consumer's life) will affect his/her degree of (a) unfairness price perception, (b) anger, and (c) intention to complain and retaliate. The results support all the hypotheses specified in the model. The findings not only indicate that some situations of unfairness price perception lead to stronger emotions and more dramatic reactions from consumers, but also allow us to predict which situations of perceived unfairness offer greater risks and have greater potential for conflict.

Formato

text/html

Identificador

http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072014000300010

Idioma(s)

en

Publicador

Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo

Fonte

Revista de Administração (São Paulo) v.49 n.3 2014

Palavras-Chave #price unfairness #price increases #anger #service relevance #service provider dependence
Tipo

journal article