Perceived fairness of price differences across channels: The moderating role of price frame and norm perceptions

Sunmee Choi, Anna Mattila

Research output: Contribution to journalArticlepeer-review

46 Scopus citations

Abstract

This study examines the effects of contrasting multichannel pricing strategies (uniform versus differential pricing) on consumers' fairness perceptions, with a focus on the moderating roles of the relative positioning of prices in the marketplace (price frame) and consumers' perceptions of the differential multichannel pricing practice as a norm in the given industry (norm perception). The results of a scenario-based survey method with 2 (uniform versus differential multichannel pricing strategy) x 3 (positive, neutral, and negative price frame) x 2 (high versus low norm perception) factorial between-subject experimental design show that multichannel pricing strategy influences consumer fairness perceptions, and further, that these influences are moderated by both price frame and norm perceptions.

Original languageEnglish (US)
Pages (from-to)37-48
Number of pages12
JournalJournal of Marketing Theory and Practice
Volume17
Issue number1
DOIs
StatePublished - Dec 1 2009

All Science Journal Classification (ASJC) codes

  • Marketing

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