TY - JOUR
T1 - Perceived fairness of price differences across channels
T2 - The moderating role of price frame and norm perceptions
AU - Choi, Sunmee
AU - Mattila, Anna
N1 - Funding Information:
The authors acknowledge Yonsei University for funding this research.
PY - 2009/12/1
Y1 - 2009/12/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=67649516973&partnerID=8YFLogxK
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U2 - 10.2753/MTP1069-6679170103
DO - 10.2753/MTP1069-6679170103
M3 - Article
AN - SCOPUS:67649516973
SN - 1069-6679
VL - 17
SP - 37
EP - 48
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 1
ER -