Journal article
Dual Entitlement Revisited: Cultural Differences in Asymmetric Pricing
Journal of marketing behavior, Vol.4(2-4), pp.213-225
01/01/2020
DOI: 10.1561/107.00000065
Abstract
Asymmetric pricing is less prevalent, and perceived as less fair, in collectivist (vs. individualist) cultures because it violates communal norms (Chen et al. 2018). We replicate this cultural difference by directly measuring managers' asymmetric pricing decisions and by priming self-construal among individual consumers as well as using country as a proxy for culture. In addition, we identify tactics that managers can employ to mitigate consumer unfairness perceptions. Together, these findings replicate, generalize, and extend the results in Chen et al. (2018), thereby shedding light on the generalizability of the principle of dual entitlement (Kahneman et al. 1986a, 1986b), a cornerstone of behavioral pricing.
Details
- Title: Subtitle
- Dual Entitlement Revisited: Cultural Differences in Asymmetric Pricing
- Creators
- Haipeng (Allan) Chen - University of KentuckyLisa E. Bolton - Pennsylvania State UniversitySharon Ng - Nanyang Technological UniversityDian Wang - The University of Texas at San Antonio
- Resource Type
- Journal article
- Publication Details
- Journal of marketing behavior, Vol.4(2-4), pp.213-225
- Publisher
- Now Publishers
- DOI
- 10.1561/107.00000065
- ISSN
- 2326-568X
- eISSN
- 2326-5698
- Number of pages
- 13
- Language
- English
- Date published
- 01/01/2020
- Academic Unit
- Marketing
- Record Identifier
- 9984618621602771
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