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There is research evidence that suggests that perceptions of price unfairness give rise to consumer resistance to prices and result in decreased profit to the firm. However, it is as yet unclear what factors influence perceptions of unfairness. Answers the question, “What is fair?” by proposing that consumers sometimes infer a firm’s motive for a price and that the inferred motive influences perceived price fairness. A study provides evidence that consumers use contextual information to infer a firm’s motive. When consumers infer a negative motive, the price is perceived to be unfair and when consumers do not infer a negative motive, the same price is perceived to be fair. Suggests that marketers should: provide reasons for prices; consider consumers’ likely inferences of motive and either avoid taking actions that are likely to give rise to inferences of negative motive or manage the motive inferred; and consider the inferences that consumers may make for other marketing actions in addition to price.

The purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior.

Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses.

The ANOVA results show significant differences across the three levels of price‐value tradeoff in each of the response variables. Additional analyses of cross‐tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model.

Although the hypotheses are supported, bivariate relations examined in this study can mask or overstate true relations due to the omitted variables bias. Future research can explore reasons for favorable behaviors of consumers whose perception is that the value they receive is overpriced, and also for unfavorable behaviors of consumers whose perception is that the value they received is under‐priced.

The different niches at the edges provide opportunities for marketers to fine‐tune segmentation and marketing mix strategies. The use of standardized strategies for these niches with different perception and behavior linkages will yield suboptimal results.

While previous research has mostly focused on price‐quality linkages, this study extends the body of research by examining the perception of price‐value tradeoff and its relation to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior. This adds to our understanding of post consumption behavior, showing how consumers respond to the perception of price‐value tradeoff.

Marketing textbooks tend to follow economic theory in their discussions of pricing, but in the real world pricing is an alchemical mixture of costs, competition and consumer psychology. This paper presents experimental evidence that, for at least some purchase situations, consumers' expectations of what a thing ought to cost may be a better predictor of choice between offerings than are the predictions from two well‐known theories relating price to consumer behavior. The paper discusses sources of consumer price expectations and ways they are influenced, and it suggests how to improve profits by basing prices on consumers' expectations.

The purpose of this paper is to investigate one of the potential cues that may influence the price consumers are willing to pay for products. This paper seeks to investigate the use of ethically framed marketing efforts in influencing price perceptions among consumers of health and beauty products

The exploratory online experiment was completed in two parts: the first with 84 participants and the second with 61 participants.

Results show that consumers expect prices to be much higher when the product is produced under ethical conditions but they are willing to pay only slightly more for ethically produced products.

The participants were a convenience sample and thus the results are not generalizable. While being socially responsible is an end in itself, consumers may not allow the firms to increase prices to cover the increased costs of production. It is not apparent that consumers fully expect to share in the cost of a social responsible global economy.

The study offers insight into the difficulty firms have in producing products in an ethical manner and passing those costs to their customers. Considering the global financial conditions in 2008/2009, it may be even more difficult for firms to maintain ethical production methods.

This research compared wine quality evaluations by wine consumers and wine wholesalers for the same Chardonnay wine at three price levels and four different oak levels. Consumers judged wines mainly by price, regardless of the oak level. Wholesale sales people ignored the prices and judged the wines by the oak level. Wholesalers predicted that consumers would respond based on the wholeaslers' quality judgments, and were unable to accurately predict the consumers' responses. Better targeting of consumers and better training of the wholesale representatives is recommended.

Effective pricing research techniques need to reflect fully consumer behaviour. A historical review indicates the limited capabilities of consumers to recall grocery prices correctly. Adoption‐level theory implies that consumers evaluate brand prices relative to a reference price rather than in isolation. A consumer survey, updating our knowledge of consumers′ ability to recall prices correctly, provides evidence that price accuracy increases when a reference price is given. Considers implications for pricing research.

The use of multi-level labels can enhance product visibility by enabling labeling of various items. Moreover, it can better accommodate the diversity on both the producer and consumer sides. However, studies on the willingness to pay (WTP) for premium levels of those animal welfare labels are scarce.

We investigate consumers’ WTP for a four-level animal husbandry label introduced to the market by German retailers in 2019 by conducting an online survey with 1,223 German meat consumers using Van Westendorp’s price sensitivity meter (PSM).

There is a significant increase in WTP for level 3 of the husbandry label, but only a slight increase for level 4. One explanation is that consumers may have the mistaken belief that level 3 already includes outdoor access for animals. As a result of this expectation, consumers may not perceive much added value in level 4, which is reflected in their reluctance to pay a higher price. This is reinforced by the finding that once informed of the criteria, 18% of the participants reduced their WTP for level 3, whereas only 6% considered a discount for level 4. Furthermore, 40% were prepared to pay more for level 4 after being informed of the respective criteria than they had previously stated.

To the best of our knowledge, this study is the first to analyze and emphasize the importance of clear label communication, particularly for multi-level animal husbandry labels.

This study aims to examine consumer perception during COVID-19 and identifies cruise industry marketing strategies to fill a gap in crisis management and product pricing literature.

This study developed and validated two-factor measurement scales (vaccine perception and protective behavior), which predicted cruise intents well. This study revealed how geo-regional factors affect consumer psychology through spatial analysis.

This study recommended pricing 7-day cruises at $1,464 (the most preferred length). The results also showed that future price hikes would not affect demand and that coastal marketing would help retain customers.

This study contributed to the business, hospitality and tourism literature by identifying two new and unique factors (vaccine perception and protective behaviors), which were found to affect consumers’ intention to travel by cruise significantly. The result provided a better understanding of cruise tourists’ pricing preferences and the methods utilized could easily be applied to other cruise markets or tourism entities.

The purpose of this study is to test the impact of time and price sensitivity on consumer satisfaction and purchase intention on online-to-offline (O2O) takeout platforms and explore the moderating effect of purchase preference on time sensitivity and satisfaction, as well as price sensitivity and satisfaction, in order to guide market pricing.

A structural equation model (SEM) of customer purchase intention was constructed, and the relationships between the variables (time sensitivity, price sensitivity, satisfaction and purchase intention) were examined. The completed questionnaires of 349 respondents were collected from the Questionnaire Star platform in China. The research model and hypotheses were then tested. Analytic hierarchy procedure was used to determine the moderating effect of purchase preference. Finally, the study proposes a pricing strategy for customer-active selective services.

Satisfaction positively influences purchase intention, and price sensitivity significantly increases satisfaction and further increases purchase intention; however, time sensitivity negatively affects satisfaction. Specifically, purchase preference has strongly moderated the relationship between time, price sensitivity and satisfaction. In addition, the findings show that when purchase preference is high, the effect of price sensitivity on satisfaction is stronger, suggesting the importance of purchase preference in strengthening purchase intentions. The research work recommends a pricing strategy involving value-added pricing primarily for time-sensitive customers, which can help build a high-end brand image and reduce price competition. Reduced pricing is mainly for price-sensitive customers, which is conducive to stimulating consumption within a specific time. This pricing strategy is important for adjusting market sensitivity and flexibility.

This research provides new ideas for related disciplines and guidance for the differentiated pricing and promotion of takeout platforms, as well as a theoretical basis for the diversified development of takeout platforms, improvement of personalized service quality and enhancement of customer stickiness. This study fills gaps in the existing literature on the moderating effect of purchase preference on time sensitivity and satisfaction and price sensitivity and satisfaction.

Price has conventionally been viewed as an indicator of either monetary sacrifice or product quality. Previous studies on price are preoccupied with reactions and perceptions of consumers upon encountering price information. Research with explicit discussion of the meanings of price to consumers is rare. The purpose of the current research is to revisit the meaning of price to consumers in general, the deeper meanings that price has for people, and the conventional meanings that it carries.

Three focus groups and nine in-depth interviews were conducted. A total of 36 individuals participated in the study.

Our findings suggest that the notion of price is multifaceted. In addition to the conventional meanings, price can be related to how consumers perceive themselves and/or their lives in the socioeconomic order they inhabit.

Managerially, exploring the meanings of price could yield further productive results. As the implications of price regarding how consumers feel about themselves are revealed, pricing strategies that yield greater satisfaction for consumers can be discovered and implemented.

To the best of our knowledge, research with an explicit focus on the meaning of price for adult consumers is rare. By providing deeper insights into what price truly means to consumers, this study contributes to a more comprehensive understanding of the concept of price.