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Consumer responses to price discrimination: Discriminating bases, inequality status, and information disclosure timing influences

机译：消费者对价格歧视的回应：歧视基础，不平等状况和信息披露时机的影响

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摘要

This study broadly explores consumers' perceived unfairness, negative emotions, internal reference price, and store choice under five common methods of price discrimination using two experimental studies. Study 1 investigates the interaction between discriminating bases and inequality status. Results reveal that discriminating bases only influence perceived unfairness for advantaged consumers, but affect all four responses for disadvantaged consumers. For disadvantaged consumers, direct discrimination that complies with social norms evokes the weakest unfavorable responses, whereas direct discrimination against social norms triggers the highest perception of unfairness and negative emotions but has similar effects on internal reference price and store choice to indirect discrimination. Study 2 examines the effect of information disclosure timing by comparing pre- and post-purchase disclosure policies. Results show that post-purchase disclosure of discrimination information elicits higher negative emotions for indirect discrimination involving coupon and purchase quantity, but is rather inconsequential for direct discrimination or indirect discrimination through membership.
机译：这项研究使用两项实验研究，在五种常见的价格歧视方法下，广泛探索了消费者的感知不公平，负面情绪，内部参考价格和商店选择。研究1研究了歧视基础与不平等状况之间的相互作用。结果表明，歧视基础只会影响优势消费者的不公平感，而会影响劣势消费者的所有四个反应。对于处境不利的消费者，符合社会规范的直接歧视会引起最弱的不利反应，而针对社会规范的直接歧视会引发对不公平和负面情绪的最高感知，但对内部参考价格和商店选择的影响与间接歧视相似。研究2通过比较购买前和购买后的披露政策来检验信息披露时机的影响。结果表明，在购买后披露歧视信息会引起涉及优惠券和购买数量的间接歧视更高的负面情绪，但对于直接歧视或通过成员身份进行间接歧视则无关紧要。

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  • 来源
    《Journal of Business Research》 |2012年第1期|106-116|共11页
  • 作者

    Chi-Cheng Wu; Yi-Fen Liu; Ying-Ju Chen; Chih-Jen Wang;

  • 作者单位

    National Sun Yat-Sen University, Department of Business Management, 70 Lianhai Road, Kaohsiung 804, Taiwan;

    Tainan University of Technology, Department of Business Administration, 529 Jhongjheng Road, Yongkang Dist., Tainan City 710, Taiwan;

    University of California at Berkeley, Department of Industrial Engineering & Operations Research, 4121 Etcheyerry Hall, Berkeley, CA 94720-1777, United States;

    Cheng Shiu University, Department of Business administration, 840 Chengcing Rd., Niaosong Dist., Kaohsiung City 83347, Taiwan;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    information disclosure; justice; price discrimination; transaction utility;

    机译：信息披露;正义;价格歧视;交易工具;

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