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It’s not all about money: the role of identity in perceived fairness of targeted promotions

It’s not all about money: the role of identity in perceived fairness of targeted promotions PurposeThis paper aims to examine the effect of targeted promotions on perceptions of fairness from the perspective of consumers who are not targeted.Design/methodology/approachA scenario-based approach is used. Three studies manipulating promotion selectivity and various bases for promotion selection were conducted. A total of 403 people participated in the studies.FindingsResults showed that these consumers consider targeted promotions unfair, and the primary reason is centered more on damage to relational identity than the economics of reduced perceived value. The effect is moderated by how the targeted promotion is delivered (buyer-discovered vs seller-delivered) and different basis for selection.Practical implicationsAs companies adopting the practice of dynamic pricing such as targeted promotion, it is important to manage relationship with their consumers. Framing targeted promotions that reduce the salience of seller’s role and provide explanations that not attributed to buyer-seller relationship are important in reducing the potential damage of targeted promotion on relational identity.Originality/valueExisting research on perceptions of price fairness has focused on the role of perceived value. This research tested the relative effect of perceived value, relational identity and personal identity in the context of targeted promotion and identified relational identity as the major mechanism. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

It’s not all about money: the role of identity in perceived fairness of targeted promotions

Journal of Product & Brand Management , Volume 26 (3): 13 – May 15, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1061-0421
DOI
10.1108/JPBM-05-2016-1196
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper aims to examine the effect of targeted promotions on perceptions of fairness from the perspective of consumers who are not targeted.Design/methodology/approachA scenario-based approach is used. Three studies manipulating promotion selectivity and various bases for promotion selection were conducted. A total of 403 people participated in the studies.FindingsResults showed that these consumers consider targeted promotions unfair, and the primary reason is centered more on damage to relational identity than the economics of reduced perceived value. The effect is moderated by how the targeted promotion is delivered (buyer-discovered vs seller-delivered) and different basis for selection.Practical implicationsAs companies adopting the practice of dynamic pricing such as targeted promotion, it is important to manage relationship with their consumers. Framing targeted promotions that reduce the salience of seller’s role and provide explanations that not attributed to buyer-seller relationship are important in reducing the potential damage of targeted promotion on relational identity.Originality/valueExisting research on perceptions of price fairness has focused on the role of perceived value. This research tested the relative effect of perceived value, relational identity and personal identity in the context of targeted promotion and identified relational identity as the major mechanism.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: May 15, 2017

References