Through buyer-seller interaction, salespeople conceivably will influence how customers feel when shopping; in essence, salespersons are likely to have an impact on customer's emotions. Although previous work has considered the effect store environment has on customer emotions, no extant research...

Purpose – The research questions are whether there is a difference in how men and women respond to unfair prices and, if so, whether this gender difference extends across national cultures. Is the difference due to nature or to nurture? This paper aims to answer these questions....