Purpose: The effect of different formats of message delivery has received little theoretical and empirical examination. This research focuses on the effect of written relational communication formats used by service providers. This study aims to answer three questions: Do different formats of...

Usually price information is presented as arabic numerals and consumers’ brand selections often involve comparative judgments of product prices. One important issue concerns whether consumers process price information in a similar way to that found in numerical cognition research. Since...

Purpose – Research has shown that there are different dimensions of price knowledge. But it is still not clear what consumers can remember upon price exposure and what can be retrieved later and why. This research aims to focus on the influence of encoding conditions as well as price...

Purpose – This paper aims to link conceptually the concepts of price fairness and customer satisfaction and empirically demonstrate the influence of perceived price fairness on satisfaction judgments. Further, it seeks to examine specific factors that influence fairness perceptions including...

Purpose This paper aims to examine the effect of targeted promotions on perceptions of fairness from the perspective of consumers who are not targeted. Design/methodology/approach A scenario-based approach is used. Three studies manipulating promotion selectivity and various bases for promotion...

Purpose This paper aims to present a model linking price promotions to checkout donations. It is argued that price promotions evoke two perceptions/emotions, namely, feelings of gratitude and perceived sacrifice of purchase, which consequently, influence the likelihood to donate. Feelings of...

Preferential treatment is a prevalent relationship marketing practice of companies treating some customers better than others. Using two studies, the authors explore the practice of preferential treatment and show that preferential treatment influences both consumers who receive it and those who...

Purpose This paper aims to explore the distinctions and similarities about Eudaimonia (a deeper pleasure beyond the hedonic enjoyment) and hedonic enjoyment, especially the influencing factors of Eudaimonia. Design/methodology/approach Survey and experiment are conducted to obtain the data....

Previous research has shown that if consumers are aware that they are paying more than another customer for a similar transaction, then they may perceive the price to be unfair. A concept closely related to fairness is transaction value, defined as consumers' perceptions of the psychological...

Purpose – Previous research indicates that the goals consumers have when shopping influence their attention to and processing of information they encounter. The purpose of this paper is to study the effects of consumers' pre‐purchase goals on their responses to price promotions....