Fairness and Discounts: The Subjective Value of a Bargain

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Review of the theoretical underpinnings of loyalty programs (2011, background): “Darke & Dahl, 2003 Retail discounts Pricing, fairness, equity theory, social cues Consumers' evaluations of the fairness of prices, and thus satisfaction, will depend on equity considerations when discounts are provided to some customers (high status regular customers vs. spurious customers) but…”
The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions (2004, background): “Darke and Dahl (2003) Greater satisfaction occurs when the outcome/input ratio of a comparative other is equivalent.”
The Impact of Electronic Word-of-Mouth on Customer Satisfaction (2019, background): “” After reading about their experience with the book, participants indicated their satisfaction with the book (1 = extremely dissatis ﬁ ed/ unhappy/displeased; 7 = extremely satis ﬁ ed/happy/ pleased (Darke & Dahl, 2003) (Cronbach ’ s α = .93).”
Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: mediating effect of price discount affect (2018, background): “Previous studies in marketing have shown that price discounts have both positive and negative effects on customers’ evaluations and purchasing behavior (Darke and Dahl 2003; Dorzdenko and Jensen 2005; Kocas and Bohlmann 2008).”