Purpose-This study intends to investigate whether corporate social responsibility (CSR) would positively influence the benefit and the value perceived by the consumer in the company's offer, the judgment of fairness in the price differential charged for it, and his/her buying intention, in a context where the socially responsible firm practises a price higher than the competition. It also investigates whether a social action, supported by the firm, with direct impact on the consumer's life, would provoke a higher effect in his/her reactions than a social action with indirect impact. Design/methodology/approach-The objectives were achieved through experimental methodology, using scenarios. Prior studies contributions to CSR and consumer behavior domains and the theoretical framework supporting the model of perceived value generated the study's proposition, which was translated in a set of hypotheses. Findings-The results obtained indicated that consumers perceived greater benefit and value in the offer of the socially responsible firm, and were showed to be willing to pay 10 percent more for its product, judging this price differential as being fair. Moreover, the social action with direct impact on the consumer's life influenced more positively his/her reactions than the social action with indirect impact. Research limitations/implications-The research instrument opens up the possibility for people to try to give answers that are in accordance with socially established rules and conventions. Also, a non-probabilistic convenience sample was adopted. Issues for future studies are: price sensitivity in the context of CSR; the importance of CSR as a factor of influence in buying decision compared with other factors; variables that could exert influence on the impact of CSR on consumers' reactions; the influence of information sources about CSR in the consumer's buying decision. Practical implications-The results of the study indicate that companies have the opportunity to respond to their consumers' desires of feeling good about a purchase (incentivating CSR), while achieving their business goals and, simultaneously, giving their own contribution to society. Also, when deciding on the social project to invest, firms should try to know which social actions are more valued by their consumers, which are those they judge to benefit them more directly. Originality/value-The results achieved the integration of CSR in the field of perception of price fairness, as one motive that contributes to a price differential be judged as fair. As a part of the study, a measurement scale was elaborated and tested for the variable perceived benefit.

Utilizando como fundamentação teórica a Teoria das Perspectivas, de Kahneman e Tversky, este estudo discutiu e testou, em um experimento, o conceito, e determinantes, do preço de referência em decisões de compras. O preço de referência foi definido como aquele que o comprador adota como base para avaliar o preço efetivamente cobrado pelo produto. O experimento avaliou ainda o poder da variável experiência em marketing em mediar a influência dos fatores que determinam esse preço. Os resultados confirmam evidências de outros estudos e indicam que a maneira de apresentar a decisão influencia a percepção do comprador sobre o preço de referência. A variável experiência gerencial na área de marketing teve impacto parcial na redução da influência dos fatores estudados sobre a percepção de preço por parte dos participantes do experimento.

Percepção de injustiça em aumentos de preço: um estudo experimentalNeste artigo, apresenta-se experimento realizado com o objetivo de investigar os antecedentes e as consequências da percepção de injustiça em uma situação de aumento de preço. No modelo teórico proposto afirma-se que a dependência do consumidor em relação ao fornecedor do serviço e a relevância que o consumidor atribui ao serviço afetarão os graus de percepção quanto à injustiça de preços, de raiva e de intenções de reclamar e retaliar. Os resultados dão suporte a todas as hipóteses especificadas no modelo. Os resultados indicam que certas situações de percepção de injustiça não apenas levam a emoções mais fortes e reações mais dramáticas por parte de consumidores, mas também permitem que se antecipem quais as situações de injustiça percebida que oferecem maiores riscos e maior potencial de conflito.Palavras-chave: injustiça de preços, aumento de preço, raiva, relevância do serviço, dependência do fornecedor do serviço.

An experiment was conducted within the framework of correspondent inference theory. Specifically, this study investigated the existence of a judgmental bias called the correspondence excess. This bias refers to people´s tendency to explain other people´s behavior by overestimating the influence of internal factors (personal traits) and underestimating the influence of external (situational) factors. The subjects of the experiment, auditors of the Brazilian Federal Court of Accounts -TCU, were instructed to estimate the true position of a fictitious manager regarding the theme Regime Diferenciado de Contratações Públicas -RDC (an exceptional and differentiated framework for public contracting processes), after having read a text written by him, expressing opinions on this topic. The study´s independent variables included position of the text (pro or anti) and choice of position (free to choose or previously assigned). The subjects were previously informed about the context in which the text was constructed (ie, freedom, or not, to choose the position described in the text). The major hypothesis (which was confirmed in the experiment) was that the subject´s experimental behavior would be consistent with the correspondence bias, that is, they would estimate the true position of the manager on the topic in function of the position expressed in the text, regardless of whether the manager had a choice in expressing that position.

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