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EMAC 2020 Regional Conference

Price fairness, consumer involvement, emotional and behavioural responses: how do goods and services compare?

Published: September 16, 2020


Domen Malc, University of Maribor; Borut Milfelner, University of Maribor; Aleksandra Selinšek, University of Maribor


price fairness; services; consumer involvement


Present study investigates how product type – good/service, affects the relationship between price fairness, emotions and behaviour. It also introduces consumer involvement as a possible determinant in perceptions of price fairness. All relationships were hypothesised and empirically investigated. Results suggest that consumer involvement has no significant effect on price fairness, with the exception of consumer purchase involvement in the physical good scenario. Relationship between price fairness and emotional responses is confirmed and discussed for both types of products. Largest differences between two product types appear in behavioural responses to perceived price fairness. Important theoretical and managerial implications are also discussed.