Purpose – The purpose of the paper is to investigate the effect of the number of choices on judged fairness and willingness to purchase. Design/methodology/approach – A survey‐based study was conducted with a between‐subject, two×five design having two levels of price ranges (high/low)...

Purpose – This research seeks to identify three dimensions of price differential policies that influence judgments of the distributive, procedural, and informational justice of the policies and of the trustworthiness of the seller. Design/methodology/approach – Four price differential...

Purpose – This paper aims to improve understanding of the effects of price endings on consumers' choice behavior. The research study described here was driven by three central questions. First, do consumers process a price holistically or process each digit as a stimulus? Second, do consumers...

Purpose – The purpose of this paper is to investigate the effects of customer satisfaction both directly and indirectly (through loyalty) on price acceptance. In addition, price fairness is considered as an antecedent of customer satisfaction and loyalty. Design/methodology/approach – Based...

Purpose – The main purpose of this paper is to examine consumer perceptions of “scratch and save” (SAS) promotions, which are popular store‐level promotional tools. This paper particularly focuses on investigating the moderating effects of consumers' price consciousness and savings...

Purpose – The purpose of the paper is to examine perceptions of unfairness and accompanying cognitive and emotional outcomes exhibited by present versus prospective customers when faced with targeted promotions. The targeted promotions were designed to be alternatively advantageous or...

Purpose – The purpose of this paper is to summarize the current research in disciplines outside marketing that applies to price fairness: research by behavioral economists, primate behavior researchers and social neuroscientists. Design/methodology/approach – The approach is descriptive,...

Purpose – The purpose of this paper is to identify some of the current social norms of pricing that constrain sellers' discriminatory pricing on the internet. Violations of such social norms can lead to perceptions of price unfairness and swift and potentially damaging negative reactions from...