Pricing: Making Profitable Decisions -3/E

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Getting too personal: Reactance to highly personalized email solicitations (2008, background): “Indeed, consumers are generally willing to incur higher costs to acquire highly useful goods (Monroe 2003).”
The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions (2004, background): “Assuming that there is no perceived difference in quality or benefits received from the product or service, this reduction in perceived value must result from an increase in perceptions of monetary sacrifice (Monroe 2003).”
Determinants of Restaurant Customers' Loyalty Intentions: A Mediating Effect of Relationship Quality (2008, background): “…a little differently in the consumer behavior and marketing literature, they generally agree that value is based on a tradeoff between the quality/benefits customers receive and customers’ sacrifices to obtain such quality/benefits (Monroe, 1990; Oh, 2000; Yang and Peterson, 2004; Zeithaml, 1988).”