Corporate social responsibility and perceived fairness of price increases
نویسندگان
چکیده
Consumers care about the fairness of companies both in terms corporate social responsibility (CSR) engagement and prices. However, interplay between these domains is not yet well understood. Therefore, this study examines how consumers’ perceptions CSR affect their perceived price following a increase. Drawing on cue-utilization expectancy disconfirmation theory, authors propose that exacerbates negative effect increase fairness, because increases expectations which are violated through increases. These propositions tested three experimental studies with samples consisting approximately 3000 customers global furniture manufacturer retailer (Study 1), as participants acquired self-administered online consumer panel 2) Prolific 3). The experiments yield support for hypothesized effects reveal skepticism critical boundary condition. findings extend existing literature pricing reactions by examining role shaping to establishing central psychological mechanism.
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ژورنال
عنوان ژورنال: Psychology & Marketing
سال: 2022
ISSN: ['0742-6046', '1520-6793']
DOI: https://doi.org/10.1002/mar.21656