im PublikationsserverTitelangaben
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
Volltext
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Link zum Volltext (externe URL): http://www.sciencedirect.com/science/article/pii/S... |
Kurzfassung/Abstract
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.
Forschungsprojekte
Weitere Angaben
| Publikationsform: | Artikel |
|---|---|
| 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 |
| Peer-Review-Journal: | Ja |
| Verlag: | Elsevier |
| Die Zeitschrift ist nachgewiesen in: | |
| Titel an der KU entstanden: | Ja |
| KU.edoc-ID: | 7059 |
Letzte Änderung: 10. Jun 2016 11:17
URL zu dieser Anzeige: https://edoc.ku.de/id/eprint/7059/
