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I Have Paid Less Than You : the Emotional Consequences of Advantaged Price Inequality


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Gelbrich, Katja:
I Have Paid Less Than You : the Emotional Consequences of Advantaged Price Inequality.
In: Journal of retailing. 87 (2011) 2. - S. 207-224.
ISSN 0022-4359 ; 1873-3271



This study examines the emotion blends and the subsequent customer reactions that occur in advantaged price inequality situations, that is, when consumers learn that retailers charged them a lower price than what the same retailers charged another customer. Drawing on the appraisal theories of emotion and on social comparison theory, an experiment (n = 272) and a field study (n = 261) are conducted. The results reveal that in advantaged price inequality situations, customers experience a host of positive and negative emotions depending on two factors: the quality of relationship that the customer has with a disadvantaged other customer (neutral, positive, or negative) and the attribution of agency for the price advantage (situational attribution to competition, external attribution to store policies, or internal attribution to customer abilities). Positive emotions include happiness, gratitude, pride, and malicious joy; while negative emotions include pity, outrage, and guilt. These emotions are shown to mediate the occurrence of customer reactions (i.e., customer satisfaction, loyalty, WOM referral, and WOM activity). The article concludes with theoretical implications and recommendations for retail practitioners on how to use dynamic pricing.

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Schlagwörter:Advantaged price inequality; Price unfairness; Emotions; Dynamic pricing
Sprache des Eintrags:Englisch
Institutionen der Universität:Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > ABWL und Internationales Management
DOI / URN / ID:10.1016/j.jretai.2011.03.003
Die Zeitschrift ist nachgewiesen in:
Titel an der KU entstanden:Ja
Eingestellt am: 26. Jul 2011 12:14
Letzte Änderung: 10. Jun 2016 11:17
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