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The Influence of Thinking Styles on Perceived Price Fairness: An Experimental Study

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63524028" target="_blank" >RIV/70883521:28120/19:63524028 - isvavai.cz</a>

  • Result on the web

    <a href="http://dx.doi.org/10.1007/978-981-15-1564-4_21" target="_blank" >http://dx.doi.org/10.1007/978-981-15-1564-4_21</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.1007/978-981-15-1564-4_21" target="_blank" >10.1007/978-981-15-1564-4_21</a>

Alternative languages

  • Result language

    angličtina

  • Original language name

    The Influence of Thinking Styles on Perceived Price Fairness: An Experimental Study

  • Original language description

    Customers expect pricing practices to be fair, they are specifically sensitive to price increase considered unfair or unacceptable, which eventually influences both behavioural intentions and emotions. Substantial investments are deployed in building positive associations with consumers, which can be subverted by the incident of price increase leading to unfairness perceptions. It is significantly important to mitigate the perceived unfairness perceptions, given the stakes involved. This article investigates the role that styles of thinking (holistic versus analytic) plays in perceived price fairness. The findings of this research show that styles of thinking play a significant role in influencing perceived price fairness. When exposed to negative and/or undesirable events such as price increase, styles of thinking influence cognitive attribution, which, in turn, influences price fairness perceptions. This research adds to the growing literature in price fairness by exploring the influence of thinking styles on perceived price fairness that has not been examined before. These findings suggest that strategies to influence styles of thinking could be useful in managing perceived unfairness perceptions. Marketers and managers could utilise marketing-management strategies based on findings of this research to maintain positive consumer’s perception of price, thereby will improve firms’ performance, in terms of, value, profitability and sales.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Others

  • Publication year

    2019

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Proceedings of ICMarkTech 2019 Marketing and Smart Technologies

  • ISBN

    978-981-15-1563-7

  • ISSN

  • e-ISSN

  • Number of pages

    10

  • Pages from-to

    219-228

  • Publisher name

    Springer Nature Singapore Pte Ltd.

  • Place of publication

    Singapore

  • Event location

    Porto

  • Event date

    Nov 27, 2019

  • Type of event by nationality

    WRD - Celosvětová akce

  • UT code for WoS article