Dynamic pricing practices by sellers in response to segment and individual-level differences have been made more … feasible as internet buyer behavior increases. While benefits from these pricing practices can accrue to sellers and buyers …, the potential for (un)fairness perceptions to mitigate these advantages is important. In an effort to investigate these …

This article extends prior research on perceptions of price (un)fairness by attempting to disentangle where in the … marketing channel (un)fairness inferences lie. Extant research in this area overwhelmingly considers (un)fairness perceptions … with respect to the pricing action only, ignoring attributions aimed at specific channel actors. This article illustrates …