The price is unfair! A conceptual framework of price fairness perceptions

Lan Xia, Kent B. Monroe, Jennifer L. Cox

Research output: Contribution to journalReview articlepeer-review

Abstract

Recent news coverage on pricing portrays the importance of price fairness. This article conceptually integrates the theoretical foundations of fairness perceptions and summarizes empirical findings on price fairness. The authors identify research issues and gaps in existing knowledge on buyers' perceptions of price fairness. The article concludes with guidelines for managerial practice.

Original languageEnglish (US)
Pages (from-to)1-15
Number of pages15
JournalJournal of Marketing
Volume68
Issue number4
DOIs
StatePublished - Oct 2004

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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