Perceptions of unfairness in price increases: an experimental study

Revista de Administração (São Paulo)

Verônica Feder Mayer²  Marcos Avila¹ 

[1],Universidade Federal do Rio de Janeiro Instituto COPPEAD Niterói RJ ,Brasil

关键词: price unfairness;    price increases;    anger;    service relevance;    service provider dependence;    injustiça de preços;    aumento de preço;    raiva;    relevância do serviço;    dependência do fornecedor do serviço;    injusticia de precios;    aumento de precio;    rabia;    relevancia del servicio;    dependencia del proveedor del servicio;   

DOI  :  10.5700/rausp1168

来源: SciELO

【 摘 要 】

This experimental study investigates antecedents and consequences of perceptions of price unfairness in a price increase situation. The proposed theoretical model states that consumer dependence on the service provider as well as the relevance the consumer attributes to the service (for the consumer's life) will affect his/her degree of (a) unfairness price perception, (b) anger, and (c) intention to complain and retaliate. The results support all the hypotheses specified in the model. The findings not only indicate that some situations of unfairness price perception lead to stronger emotions and more dramatic reactions from consumers, but also allow us to predict which situations of perceived unfairness offer greater risks and have greater potential for conflict.

【 授权许可】

CC BY   
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