The present research explores how the power state interacts with comparative references in shaping consumer perceptions of price unfairness. Five experiments found that high-power consumers perceive stronger price unfairness when paying more than other consumers do, whereas low-power consumers...

This study investigates the underlying motivations for luxury consumption among Chinese middle-class consumers by testing the relationships between psychological traits and attitudes toward the best-known luxury brands. The study examines three psychological traits that make Chinese consumers...