Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2020.1860790
Exploring the emotional side of price fairness perceptions and its consequences
Domen Malc
Aleksandra Selinšek
Jasmina Dlačić
orcid.org/0000-0002-3592-1876
Borut Milfelner
Sažetak
In the present research, we examined whether emotional
responses determine price fairness perceptions and resulting
behaviours. The relationships among negative emotional response,
price fairness perception, self-protective behaviour, and negative
word-of-mouth were hypothesized and empirically investigated.
Furthermore, the moderating role of moral foundation was
addressed and tested. Results indicated that there is a strong relationship between negative emotions and price fairness perceptions. While the latter had no significant effect on self-protective
behaviour, it had a noticeable one on negative word-of-mouth.
There was also a significant positive relationship between the two
types of behaviours, where self-protective behaviour positively
influenced negative word-of-mouth. Furthermore, the relationship
between price fairness and negative word-of-mouth was significantly greater among respondents who scored higher on the
moral foundation scale. Such results indicate that behaviour of
those with a higher moral foundation appears to rely more on
price fairness, while the behaviour of the second group (respondents with lower moral foundation scores) is determined primarily
by emotional response. Our research contributes to the knowledge
of consumer behaviour by providing an insight into different customer reactions regarding what they perceive to be unfair prices.
Ključne riječi
Emotional response; price fairness; self-protective behaviour; negative wordof-mouth; moral foundations
Hrčak ID:
301266
URI
Datum izdavanja:
31.12.2021.
Posjeta: 283 *