Consumers' perceptions of the fairness of price-matching refund policies

Monika Kukar-Kinney, Lan Xia, Kent B. Monroe

Research output: Contribution to journalArticlepeer-review


This paper examines the antecedents and consequences of perceived price-matching policy fairness. Among the antecedents, we study the effects of the refund depth if a lower competitive price is identified, the degree that the retail product assortment is available at competing retailers, and the consumers' inference as to the retailer's motive for the price-matching policy. Product assortment uniqueness is identified as a key driver of fairness perceptions, both directly and indirectly through inferred motive. The three experiments show that consumers' perceptions of the fairness of a store's pricing policy influence their price fairness perceptions, consequently influencing their retail shopping intentions.

Original languageEnglish (US)
Pages (from-to)325-337
Number of pages13
JournalJournal of Retailing
Issue number3
StatePublished - Aug 2007


  • Consumer perceptions
  • Price fairness
  • Price-matching policy
  • Shopping intentions

ASJC Scopus subject areas

  • Marketing


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