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

摘要：

价格比较会引发价格不公平感，重点研究自我构建和促销框架的交互作用对价格不公平感的影响。通过两个实验研究发现，相对于独立自我构建的消费者，当比自己过去支付更多时，相依自我构建的消费者价格不公平感更强。此外，促销框架也会调节自我构建对公平感知的影响，当促销结束后，不能继续享受积极框架的促销会引发独立自我消费者更强的不公平感；与之相反，当消极框架促销结束时，相依自我构建消费者的感知价格不公平感更强。

关键词: 价格不公平感, 自我构建, 促销框架