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When should retailers increase prices during a crisis? A longitudinal inquiry during the COVID-19 pandemic
Journal article   Open access   Peer reviewed

When should retailers increase prices during a crisis? A longitudinal inquiry during the COVID-19 pandemic

Haeyoung Jeong, Hongjun Ye, Siddharth Bhatt, Jintao Zhang and Rajneesh Suri
Journal of consumer behaviour, v 20(5), pp 1269-1276
01 Sep 2021
DOI: https://doi.org/10.1002/cb.1934
Featured in Collection :   UN Sustainable Development Goals @ Drexel
url
https://doi.org/10.1002/cb.1934View
Published, Version of Record (VoR)Maybe Open Access (Publisher Bronze),  Open

Abstract

Business Business & Economics Social Sciences
The consumer price index in the United States has increased since the COVID-19 outbreak. Little is known about how consumers perceive price increases during such a crisis. Our research focuses on how consumers' price fairness perceptions change at different time points of the COVID-19 pandemic. Results from a longitudinal study (April-May, 2020, N = 271) suggest that when the lockdown restrictions were eased, consumers experienced changes in affect and perceived price increases to be less unfair. Our analysis reveals that such an effect was driven by changes in positive affect rather than negative affect. This research advances pricing literature by showing that affect, triggered by external situations such as a crisis, influences price fairness perceptions over and above the negative affect induced by the price increase.

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14 Record Views
21 citations in Web of Science
14 citations in Scopus

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UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#3 Good Health and Well-Being

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Collaboration types
Domestic collaboration
Web of Science research areas
Business
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