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The Effect of Glucose Consumption on Customers' Price Fairness Perception

Journal
Schmalenbach Business Review
ISSN
1439-2917
Type
journal article
Date Issued
2014-05-15
Author(s)
Linzmajer, Marc  
Hubert, Mirja
Eberhardt, Tim
Fojcik, Thomas
Kenning, Peter
Abstract
Price fairness research has not yet developed a comprehensive explanation of what drives customers' perception of price fairness. Here, we show that customers perceive product prices as having greater fairness after glucose intake, thus identifying a biological driver of customer price fairness perception. We also show that there is no linear effect of glucose consumption on customer price fairness perception, and that glucose intake does not lead to significant differences in the mood states of participants. Our results demonstrate how the integration of neuroscience concepts and theories can provide deeper insights on automatic and unconscious processes, hence making it possible for marketing and consumer researchers to better understand customers' price fairness perceptions.
Language
English
Keywords
Consumer/Decision Neuroscience
Customer Biology
Fairness Judgments
Glucose Intake
Price Fairness
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Verl.-Gruppe Handelsblatt
Publisher place
Düsseldorf
Volume
2015
Number
5
Start page
7
End page
49
Pages
43
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/86976
Subject(s)

business studies

Division(s)

IRM - Institute of Re...

Eprints ID
233703
File(s)
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Thumbnail Image

open.access

Name

Linzmajer et al. 2014.pdf

Size

1.93 MB

Format

Adobe PDF

Checksum (MD5)

3fb27a5d9ce9530b7617b3e6609ebd62

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