Simintiras, Antonis C.; Dwivedi, Yogesh K; Kaushik, … - In: European Journal of Marketing 49 (2015) 11/12, pp. 1961-1979
Purpose – The purpose of this paper is to propose that consumer choice be guided by price fairness judgements to increase consumer satisfaction and subsequently enhance market efficiency. Consumers en masse lack the information to judge price fairness, thereby causing their ability to...