The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions

  title={The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions},
  author={Lan Xia and Kent Bourdon Monroe and Jennifer L. Cox},
  journal={Journal of Marketing},
  pages={1 - 15}
Recent news coverage on pricing portrays the importance of price fairness. This article conceptually integrates the theoretical foundations of fairness perceptions and summarizes empirical findings on price fairness. The authors identify research issues and gaps in existing knowledge on buyers’ perceptions of price fairness. The article concludes with guidelines for managerial practice. 

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