关键词: 价格不公平感, 自我构建, 促销框架

Abstract:

Price comparisons may lead to the perception of price inequality. The impact of the interaction between self-construal and promotion framework on the perception of price inequality was examined in this paper. Two experimental studies indicate that when paying more than they used to, consumers who are interdependent self-construal feel more unfair than consumers who are independent self-construal. In addition, the promotion framework also moderates the impact of self-construal on price equality perception. When the positive framework of promotion ends, independent self-construal consumers have a stronger sense of inequality. In contrast, when the negative frame promotion ends, the interdependent self-construal consumers have a stronger sense of price inequality.

Key words: perception of price inequality, self construal, promotion framework