The Effect of Glucose Consumption on Customers' Price Fairness Perception

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.