Managing price changes: Role of consumer thinking styles on perceived price fairness and purchase intention

Consumers expect companies to practice fair pricing. Understanding the underlying cognitive mechanism that determines consumers’ price fairness perceptions is significant. It could help mitigate negative outcomes from unfairness and place firms in a better competitive position. This study examines role of thinking styles perceived purchase intention increase situation. An online experiment was conducted wherein 171 participants across India, primarily tier-1 cities frequently using car rental services, took part September December 2021. The majority (72) were 21-30 years old (42%). All involved met initial criteria services at least once week. Proposed hypotheses checked by one-way ANOVA following Tukey post hoc test PROCESS. One-way results shows significant influence on attribution with large effect size, F(2, 168) = 28.04, p < .001, η2 0.25; presents 30.07, .0.26; demonstrates 19.94, .0.19. Findings revealed that, face occurrence, consumers holistically analytically differ intention. Furthermore, holistic thinkers higher perceive as fairer. Thereby, they have than analytic thinkers. Acknowledgment received support Internal Grant Agency (project number IGA/FaME/2022/010), Tomas Bata University Zlín.