Perceptions of price (un)fairness in a channel context

Abstract

This article extends prior research on perceptions of price (un)fairness by attempting to disentangle where in the marketing channel (un)fairness inferences lie. Extant research in this area overwhelmingly considers (un)fairness perceptions with respect to the pricing action only, ignoring attributions aimed at specific channel actors. This article illustrates differences in (un)fairness inferences with respect to retailers and manufacturers given price increases accompanied by decreased product supply, increased demand, or increased variable costs. We show that a retailer is considered relatively more unfair than a manufacturer given a price increase accompanied by a demand increase, as well as when no explicit reason is given for the price increase. Conversely, a manufacturer is considered relatively more unfair given a price increase accompanied by a supply decrease. Both channel entities are considered equally fair given a price increase accompanied by a channel (both retailer and manufacturer) or manufacturer cost increase, while a retailer is deemed relatively more unfair given a price increase accompanied by a retailer cost increase. This research generally suggests that inferences of causality for specific pricing actions may differentially skew toward upstream or downstream channel entities depending on the particular economic circumstances of the price change.