Impacts of product type and representation type on the perception of justice and price fairness

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dc.contributor.authorGIULIANA ISABELLA
dc.contributor.authorMazzon, José Afonso
dc.contributor.authorDimoka, Angelika
dc.coverage.paisNão Informadopt_BR
dc.creatorMazzon, José Afonso
dc.creatorDimoka, Angelika
dc.date.accessioned2022-10-21T12:39:44Z
dc.date.available2022-10-21T12:39:44Z
dc.date.issued2017
dc.description.otherConsumers make purchasing decisions every day. This paper investigates perceptions of justice and price unfair- ness, where the product (hedonic vs. utilitarian) is presented either in a more abstract (verbal) or a more con- crete (photo) way in a context of discriminatory pricing—a widely-employed marketing practice. Two experimental studies were completed. Results show an interaction between product and representation types. When consumers pay more than others to purchase utilitarian products that are concretely represented, partic- ipants perceive more unfairness when compared to hedonic products. However, when consumers pay more than others to purchase utilitarian products abstractly represented, the perception of unfairness decreased compared to hedonic products. For consumers and practitioners, this study offers important contributions—it presents sit- uations in which a discriminatory price can result in a different perception of injustice or price unfairness to in- formed consumers. Accordingly, implications of these findings for the literature, consumers, and managers are discussed.pt_BR
dc.format.extent203 - 211pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.doihttps://doi.org/10.1016/j.jbusres.2016.10.031pt_BR
dc.identifier.issn0148-2963pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/4364
dc.identifier.volume81pt_BR
dc.language.isoInglêspt_BR
dc.publisherElsevierpt_BR
dc.relation.ispartofJournal of Business Researchpt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.subject.keywordsDiscriminatory pricept_BR
dc.subject.keywordsHedonicpt_BR
dc.subject.keywordsConstrual level theorpt_BR
dc.subject.keywordsPrice unfairnesspt_BR
dc.subject.keywordsPerception of justicept_BR
dc.subject.otherComportamento do consumidorpt_BR
dc.titleImpacts of product type and representation type on the perception of justice and price fairnesspt_BR
dc.typejournal article
dspace.entity.typePublication
local.identifier.sourceUrihttps://reader.elsevier.com/reader/sd/pii/S0148296317300413?token=6DF9777AD728E02AD0AB25C25806DD78E02B17196122B89361BABCAC5169D38817261CC51F2D787441110515E99757ED&originRegion=us-east-1&originCreation=20221021121443
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeArtigo Científicopt_BR
relation.isAuthorOfPublication394598a8-fe04-4eb9-b54d-adbf1979d28b
relation.isAuthorOfPublication.latestForDiscovery394598a8-fe04-4eb9-b54d-adbf1979d28b
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