Perceived Fairness of Online Price Differentiation: In Search of Symmetry

Abstract

This study investigates the issue of pricing with a focus on potential asymmetric effects of positive and negative price deviations –

deviations from the internal reference price – price paid the other buyers of durable good (car navigation system). The results indicate that the hypothesized asymmetric effects between positive and negative price deviations exist in buyers’ judgments of price fairness, although this is not the case in overall price perceptions.

DOI: http://dx.doi.org/10.5755/j01.ss.90.4.14247