The agricultural age was characterized by the exchange of basic commodities through bazaars, while the exchange of goods (and increasingly, services) through shopping malls has defined the ageing industrial age. Though we are now well into the information age, we still lack a comprehensive...

Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense...