TOWARD UNDERSTANDING OF THE DUAL ENTITLEMENT PRINCIPLE IN CONSUMER FAIR PRICE JUDGMENTS (original) (raw)

Abstract

ABSTRACT-Prior research on the consumer price fairness judgments mostly concentrates on the Dual Entitlement principle as a dominant rule for evaluation of the fairness of price changes introduced by firms. However, current literature provides a very limited theoretical explanation for this principle. Building our reasons on equity and motivational theories we tested how the choice of a fairness principle is influenced by several situational factors.

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