Is uniform pricing by competing retailers perceived as fair?
Phoebe Wong,
Markus Vanharanta,
Peggy M. L. Ng
et al.
Abstract:Despite the enormous negative economic influence on consumer well‐being, price‐fixing remains a largely unexplored area in consumer research. Previous research showed that consumers perceive different prices for the same product as unfair. However, our findings counterintuitively indicate that consumers may also perceive uniform prices as unfair. Two experimental studies examined the effect of price uniformity (uniform/nonuniform) and price patterns over time (increase/no change) on the perception of price unf… Show more
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