“…Price fairness perception is defined as customers' assessment of, and associated emotions toward, whether the difference between a seller's price and a competitor's price is reasonable, acceptable, or justifiable (Kukar-Kinney, ; Xia, Monroe, and Cox (2004)). Previous research shows a major influence of price fairness on other marketing sbr special issue 5/14 7-49 constructs such as customer satisfaction (Bei and Chiao (2001); Seiders et al (2005)), willingness to pay (Campbell (1999); Kahneman, Knetsch, and Thaler (1986)), purchase intention (Babin, Hardesty, and Suter (2003); Campbell (1999); Kristensen (2000); Kukar-Kinney, ; Maxwell (2005)), recommendation and intention to switch the brand (Matzler, Würtele, and Renzl (2006)), and customer loyalty (Bei and Chiao (2001)). These studies show that the combination of prices with fairness perceptions is an important topic for marketing research.…”