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 – 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....