none

This article examines whether price discrimination affects consumer price perceptions and emotions. Questionnaires involving various purchasing scenarios indicate that all kinds of price discrimination decrease the internal reference price of those who have to pay the original (higher) price. These effects of price discrimination on consumers’ internal reference price are moderated by the discount depth. The deeper discount that the seller offers to the consumers, the larger the internal reference decreases. Further, when subjects were told that there is one consumer buy the product or service at the lower price (enjoying the price discount), they have negative emotion if they can have spend time looking for price-off coupons. But the other price discrimination such as VIP discount does not elicit consumers’ negative emotion.

none

Aaker, D. A., Stayman, D. M., and Vezina, R. (1988), “Identifying feelings elicited by advertising,” Psychology & Markeeting 5, 1–16
Abelson, Robert P., Donald R. Kinder, Mark D. Peters, and Susan T. Fiske (1982), “Affective and Semantic Components in Political Person Perception,” Journal of Personality and Social Psychology, 42 (April), 619-30
Adams, J. S. (1965), “Inequity in Social Exchange,” in Advances in Experimental Social Psychology, Vol.2, L. Berkowitz, ed. New York: Academic Press, 267-99
Austin, W., N. McGinn, and C. Susmilch (1980), “Internal Standards Revisited: Effects of Social Comparisons and Expectancies on Judgment of Fairness and Satisfaction,” Journal of Experimental Social Psychology, 16(5), 426-41
Bettman, James R. (1979). An Information Processing Theory of Consumer Choice, Reading, MA: Addison-Wesley.
Biswas, Abhijit and Edward A. Blair (1991), “Contextual Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, 55 (July), 1-12
Bradburn, Norman M. (1969), The Structure of Psychological Well-Being. Chicago: Aldine Publishing Company.
Burke, M. C., & Edell, J. A. (1989), “The impact of feelings on ad-based affect and cognition,” Journal of Marketing Research 26, 69–83
Carrol, K., and D. Coates (1999). Teaching price discrimination: Some clarification. Southern Economic Journal, 66, 466-480
Dickson, P. R. and Sawyer, A. G (1990), “The Price Knowledge and Search of Supermarket Shoppers.” Journal of Marketing, 54(July), 42-53
Derbaix, C., & Pham, M. T. (1991). Affective reactions to consumption situations: A pilot investigation. Journal of Economic Psychology 12, 325–355.
Edell, J. A., & Burke, M. C. (1987), “The power of feelings in understanding advertising Effects,” Journal of Consumer Research 14, 421–433
Festinger, L. (1957). A theory of cognitive dissonance. Evanston, IL: Row, Peterson.
Festinger, L., and J. M. Carlsmith (1959), “Cognitive Consequences of Forced Compliance,” Journal of Abnormal and Social Psychology 58, 203-211
Folkes, V. S., Susan Koletsky and John J. Graham (1987), “A Field Study of Causal Inferences and Consumer Reaction: The View from the Airport” The Journal of Consumer Research, 13 (March), 534-539
Garbarino, Ellen and Olivia F. Lee (2003), “Dynamic Pricing in Internet Retail: Effects on Consumer Trust,” Psychology & Marketing, 20 (June), 495-513
Gibbs, Jack P. 1989. Control: Sociology’s Central Notion. Urbana, IL: University of Illinois press.
Havlena, William J. and Morris B. Holbrook (1986), “The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior,” Journal of consumer research, 13 (December), 394-404
Helson, Harry (1964), Adaptation-Level Theory, New York, Harper and row
Holbrook, Morris B. and Elizabeth C. Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9 (September), 132-140
Holbrook, Morris B., Robert W. Chestnut, Terence A. Oliva, and Eric A. Greenleaf (1984), “Playing as a Consumption Experience: The Roles of Emotion, Performance, and Personality in the Enjoyment of Games,” Journal of Consumer Research, 11 (September), 728-739.
Howard, John A. (1989), Consumer Behavior in Marketing Strategy, Englewood Cliffs, NJ: Prentice-Hall.
Huang, Ming-Hui (2001), “The Theory of Emotions in Marketing,” Journal of Business and Psychology, 16, 239-247
Izard, E. E. (1977). Human emotions. New York: Plenum Press
Kahneman, Daniel, Jack L. Knetsch, and Richard Thaler (1986), “Fairness as a Constraint on Profit Seeking Entitlements in the Market,” The American Economic Review, 76 (September), 728-41.
Kalyanaram, Gurumurthy and Russell S. Winer (1995), “Empirical Generalizations from Reference Research,” Marketing Science, 14, 161-169
Kaufmann, Patrick J. and Louis W. Stern (1988), “Relational Exchange Norms, Perceptions of Unfairness, and Retained Hostility in Commercial Litigation,” Journal of Conflict Resolution 32 (September): 534-522
Klein, Noreen M. and Janet E. Oglethorpe (1987), “Cognitive Reference Points in Consumer Decision Making,” in Advances in Consumer Research, Vol. 14, Melanic Wallendorf and Paul Anderson, eds. Provo, UT: Association for Consumer Research, 183-7
Lowengart, O. (2002) “Reference Price Conceptualisations: An Intergrative Framework of Analysis,” Journal of Marketing Management, 18, 145-171
Monroe, Kent B. (1974), “Buyers’ perceptions of price,” Journal of Marketing Research, 10 (February), 70-80
Monroe, Kent B. (1979), Pricing: Making Profitable Decisions. New York: McGraw-Hill Book Company
Oliver, R. L. (1992), “An investigation of the attribute basis of emotion and related affects in consumption: Suggestions for a stage-specific satisfaction framework,” Advances in Consumer Research, 19, 237–244.
Oliver, R. L. (1993), “Cognitive, affective, and attribute bases of the satisfaction response,” Journal of Consumer Research 20, 418–430.
Oliver, Richard L. and John E. Swan (1989a), “Consumer perceptions of Interpersonal Equity and Satisfaction in Transaction: A Field Survey Approach,” Journal of Marketing, 53 (April), 21-35.
Pigou, Arthur C. (1932), The Economics of Welfare. London: Macmillan and Co.
Plutchik, R. (1980). Emotion: A psychoevolutionary synthesis. New York: Harper and Row.
Png, Ivan (2002), Managerial Economics. Malden, MA: Blackwell Publisher
Rajendran , K.N. and Tellis, Gerard J. (1994), “contextual and temporal components of reference price,” Journal of Marketing, 58 (January), 22-34
Richins, M. L. (1997), “Measuring emotions in the consumption experience,” Journal of Consumer Research 24, 127–146.
Russell, James A. (1979), “Affective Space Is Bipolar,” Journal of Personality and Social Psychology, 37 (September), 345-356
Russell, James A. (1980), “A Circumplex Model of Affect,” Journal of Personality and Social Psychology, 39 (December), 1161-1178
Russell, James A. (1991), “Culture and the Categorization of Emotions,” Psychological Bulletin, 110 (November), 426-450
Sherif M. and Sherif C. W. “Social Psychology,” New York: Harper and Row., 1969
Storm, Christine and Tom Storm (1987), “A Taxonomic Study of the Vocabulary of Emotions,” Journal of Personality and Social Psychology, 53 (October), 805-816
Streitfeld, D. (2000). On the web, price tags blur. Washington Post Online. Avaliable: http://www.washingtonpost.com/wp-dyn/articles/A151592000Sep25.html
Thaler, Richard (1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4,199-214
Urbany, Joel E., Bearden, William O., and Weilbaker, Dan C. (1988), “The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search,” The Journal of Consumer Research, 15 (Jun), 95-110
Westbrook, Robert A (1987), “Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, 24 (August), 258-270
Westbrook, Robert A., and Richard L. Oliver (1991), “The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction,” Journal of Consumer Research, 18(June), 84-91
Winer, Russell S. (1988), Behavioral Perspective on Pricing: Buyers’ Subjective Perceptions of Price Revisited, in T. M. Devinney (Ed.), Issues in Pricing: Theory and Research: Lexington Books, Lexington, MA.
Winer, Russell S. (1989), “A Multi-Stage Model of Choice Incorporating Reference Price,” Marketing Letters, 1, 27-36
Xia, Lan and Kent B. Monroe (2004), “The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions,” Journal of Marketing, 68 (October), 1-15