How do consumers react when they discover someone else bought the same product they did at a cheaper price? Do they feel differently if that someone else is a friend versus a stranger? Wharton marketing professor Lisa Bolton and two colleagues explore pricing and fairness perceptions in a new research paper and document how attitudes are different or in some cases similar between consumers in China and those in the United States. The paper is titled ”Culture and Marketplace Effects on Perceived Price Fairness: China and the USA.”
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