Rule-based price fairness and its effect on willingness to purchase

By Sarah Maxwell. 2002

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The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions (2004, background): “Price Fairness Perceptions / 13 Maxwell (2002) If price equals reference price, buyers infer procedural price fairness; if not, consumers have less intention to buy.”
Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness (2016, background): “Although both price–value ratio and price fairness represent price evaluations and thus imply benefit–cost trade-offs, the key difference between these constructs pertains to the strong influence of social norms on price fairness formation (Maxwell 2002).”
Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry. (2011, background): “In marketing literature, fairness perceptions of price have had extensive study as a measure of price acceptability (Campbell, 1999; Maxwell, 2002).”