Personal antecedents of perceived deceptive pricing in online retailing: the moderating role of price inequality

Abstract

This research examines the personality, cognitive and emotional antecedents of deceptive price perceptions that occur in price inequalities. We draw on appraisal theories to examine the extent to which these relationships are different depending on two situations: consumers who are exposed to an advantaged situation (lower price) and those exposed to a disadvantaged situation (higher price). Data from 994 individuals in the online hotel booking context show that the direction of the price inequality significantly influences the way in which both personality and the attributional– emotional process affect perceptions of deceptive pricing. Our findings provide a better understanding of this subjective, complex, but also increasingly prevalent phenomena of price inequality and perceived deceptive pricing in online retailing. Implications for theory and management are discussed.