Relationships and Trust in Perceiving Price Fairness: An Exploratory Study

This paper explores the interrelationship of those human factors which influence the perception of price fairness. Previous empirical research reveals that these factors include in addition to human perception, also attitudes, satisfaction, relationships and trust. Past studies focused on isolated, individual components in specific contexts but not on how these components are interrelated and affect one another. In line with Systems Theory this paper investigates the interrelationship of these components. Since positive relationships create more trust greater tolerance for divergence emerges. Hence expectations are more likely to be confirmed which increases satisfaction and improves relationships which, in turn, has a positive impact on perceived price fairness.