The influence of multi-channel pricing strategy on price fairness and customer confusion

ABSTRACT

Multi-channel retailers face the challenge of coordinating marketing variables across their channels. In this respect, one of the main issues arising is whether to differentiate or integrate prices. Our study examines the impact of three multi-channel price differentiation instruments on perceived price fairness, customer confusion, and their consequences. In a scenario-based online experiment, we use a 2 x 2 × 2 between-subjects design and manipulate product price differentiation, online promotion and online shipping fees. The results indicate that price differentiation has an impact on fairness evaluations and customer confusion. Product price differentiation and online promotion are perceived as more unfair and lead to more confusion than price parity. Price fairness perceptions of shipping fees depend on product price differentiation. Customers perceive shipping fees as fairer than no shipping fees when prices are cheaper online but perceive shipping fees as less fair when prices are integrated. These results suggest that customers expect a consistent consideration of channel cost advantages and disadvantages and that shipping fees might serve as a cue for customers to consider the retailer’s channel costs. We further show that price fairness and customer confusion mediate effects of pricing instruments (in particular online promotion) on attitudinal and behavioral consequences.     

CSR Disclosure Items Used as Fairness Heuristics in the Investment Decision

The growth in demand for corporate social responsibility (CSR) information raises the question of how various CSR disclosure items are used by investors, an important stakeholder group driven by instrumental, moral, and relational motives. Prior research examines the instrumental motive to maximize individual shareholder wealth and the moral motive to actualize personal stewardship interests. We contribute to the literature by examining investors’ relational motive to realize positive stakeholder relationships within and between organizations and communities. The relational motive arises when investors look at a company’s treatment of other stakeholder groups as a heuristic to form a perception of how fairly they will also be treated by that company in the future, and thus invest in the company they perceive as fair. Fair treatment in the future matters to the investor who purchases stock from the company or via the capital markets in exchange for becoming a shareholder and thus a residual claimant of the company. As such, the investor expects future cash flows from holding and/or reselling the stock and expects to be treated fairly by the company in the future. We propose that investors, use as a fairness heuristic, CSR disclosure items—CSR investment level or CSR assurance—that represent the company’s commitment to its stakeholders, and that the resulting fairness perception affects the extent to which the CSR disclosure items influence their investment decision. Using responses from 113 investors in an online experiment, we find that fairness perceptions are higher when CSR investment is above (versus below) the industry average, and that fairness perceptions partially mediate the impact of the CSR investment level on investment amount allocations. We do not find that the presence (versus absence) of CSR assurance is used by investors as a fairness heuristic. Our results are robust to controlling for preferences for financial performance and hence investors’ instrumental motive, and to controlling for individual environmental attitudes, and hence investors’ moral motive. Implications for future research and public policy are discussed.     

From ‘free’ to fee: Acceptability of airline ancillary fees and the effects on customer behavior

Businesses in various consumer service industries have begun to unbundle their service offerings by introducing numerous fees for products and services that were previously provided as “free.” Anecdotal evidence in the media indicates that these fees cause widespread public displeasure, frustration, and outrage. This paper develops a framework of fee acceptability, negative emotions, and dysfunctional customer behavior, which is tested using data from the airline industry. Findings identify the strongest effects on betrayal in the case of baggage fees, followed by charges for comfort. Also, betrayal has a direct effect on complaining, whereas anger mediates the relationship between betrayal and negative word of mouth.     

All's not fair in pricing: An initial look at the dual entitlement principle

A new theory in economics (Kahneman, Knetsch, and Thaler, 1986a, b) contends that consumer judgments of seller fairness can explain why sellers in many industries do not raise prices to ration off excess demand. In a small study focusing on automated teller machines (ATM) fees, we obtain empirical support for KKT's prediction that unjustified price increases are perceived as unfair, while cost justification legitimates a price increase in consumers' eyes. We also find, however, that fairness perceptions are not significantly related to behavioral intentions (as the theory would suggest). Many respondents felt the fee was unfair but would not switch banks because of switching costs, while others felt the fee was fair but would switch banks because of the cumulative cost. Research directions are discussed.     

Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad

The effects of ad disclosure information on evaluations of the brand, the advertisement, and purchase intentions are postulated to vary across different ad claim types. In addition, consumers' product health perceptions are hypothesized to mediate the effects of the disclosure information and ad claim type on brand and ad-related evaluations. Results from a between subjects' experiment show that the health perception measure mediates the effect of the disclosure on brand and ad evaluations, but the interaction between the ad claim type and the disclosure is not mediated by the inclusion in the model of consumers' product health perceptions.     

Narrative disclosures in annual reports

This paper explores a methodology for evaluating the content of narrative data. The method is applied to the president's letter and management analysis portions of annual reports in three industries. Comparisons of the narrative themes identified by the method are made to economic factors of sample firms that could alter perception of management performance. Results confirm hypothesized linkages between performance and narrative disclosure consistent with attribution theory.     

CEO pay fairness as a predictor of stakeholder management

This study examines the relationship between chief executive officer (CEO) pay fairness and future stakeholder management (SM) as well as the effect of the board of directors on this relationship. The results show that CEO pay fairness has an effect on future SM such that when underpaid, CEOs decrease SM and when overpaid, CEOs increase SM. Additionally, the relationship between CEO pay fairness and SM becomes stronger as the ratio of inside directors on the board increases, which suggests that as both management control increases and board diversity decreases, the CEO's control over SM increases. Implications for SM and CEO pay are discussed.     

The effect of consumer emotional disclosure on fairness perceptions

One way consumers cope with an unfair consumption experience is to express how they felt about it. Understandably, these disclosures are often rich with emotion. Does emotional disclosure in this context influence consumers' perceptions of fairness? Drawing hypotheses from the emotional disclosure literature, this research reveals that writing about emotions improves consumer fairness perceptions and satisfaction. However, the benefit of emotional disclosure disappears if the disclosure is solicited by the company perceived to be responsible for the unfairness and they do not offer redress. The findings lead to the recommendation that companies provide and facilitate opportunities for consumers to disclose to third parties the emotions arising from consumption experiences perceived as unfair. Implications for managing customer feedback, complaints, and negative word‐of‐mouth are discussed. © 2011 Wiley Periodicals, Inc.     

Many a little makes a mickle: Why do consumers negatively react to sequential price disclosure?

Drip pricing (DP) is distinct from partitioned pricing as it sequentially discloses surcharges to consumers. Critics see DP as a deceptive pricing tactic because it obscures the final price of an offer. We examine the effects of the timing of the final price disclosure and the number of sequentially presented surcharges on consumers' attention to the final price and, ultimately, perceived price fairness. In an eye‐tracking study with 225 participants, we find that the sequential (vs. up‐front) disclosure of the final price lowers perceived price fairness by increasing consumers' attention to the final price, in particular, when the number of surcharges is high. In addition, the sequential disclosure of the final price lowers perceived price fairness because of higher perceived price complexity and lower pricing transparency perceptions. The findings suggest that firms need to be aware of both attentional and cognitive effects of the final price disclosure when designing DP.     

Examining Corporate Communications of Environmental Responsibility on Corporate Websites: Main Themes,Linguistic Features,and Text Reuse

Abstract

The present study intends to examine environmental corporate social responsibility (ECSR) disclosure on official corporate websites within and across a collection of companies. Through an automated content analysis, the findings suggest two broad themes underlying corporate disclosure, and significant associations between personal pronoun usage/lexical diversity and corporate CSR performance were found. In addition, text reuse analysis illuminated certain communication patterns across different industries. Overall, the present study implicates not only theoretical research on ECSR disclosure, but also practical ECSR reporting on corporate websites.     

Empirical Generalizations in Search Engine Advertising

This article compares prices per click and search engine advertising (SEA) effectiveness across six countries and 15 industries over four years. We find that prices per click are highest in the United States and United Kingdom, as well as in the financial and Internet services industries, but are lower in retail than in services industries. In highly competitive markets, increases in SEA expenditures may increase prices per click that do not necessarily lead to higher advertising effectiveness, here measured as a higher number of clicks. To analyze and compare advertising effectiveness across industries, we decompose the effect of increases in SEA expenditures on prices per click (price effect) and number of clicks (quantity effect). A cross-country, cross-industry study shows that 44 percent of the increase in SEA expenditures is associated with more clicks and 56 percent with higher prices.     

Trade liberalization,division of labor and welfare under oligopoly

Incorporating explicitly division of labor into a two-country general oligopolistic equilibrium model, we examine the effects of trade liberalization on firm productivity and welfare. We show that a tariff reduction increases the firm productivity of the trading industries but decreases that of the non-trading industries. An expansion of the trading industries, in contrast, decreases the firm productivity of both the trading and non-trading industries. We then find that a tariff reduction necessarily reduces welfare while the welfare effect of expansion of trading industries is ambiguous.     

A cross-country comparison of online deal popularity effect

The paper examines the effect of online deal popularity for service deals in a cross-country context. A 2 (deal popularity: low vs high) X 2 (culture: collectivist vs individualist) quasi experimental design was used to collect data in Australia and Taiwan to examine the consumer reactions toward deal popularity information of service deals on e-retailing websites. Results show consumers' perceived performance and psychological risk mediate the effect of deal popularity on purchase intention both in the Australian and Taiwanese samples. In addition, consumers' reactions towards online popularity information for online service deals do differ across cultures. While high deal popularity increases the Australian consumers' performance and psychological risk perceptions, which in turn lowers their purchase intention, high deal popularity decreases the Taiwanese consumers’ risk perception and enhances their purchase intention. This paper contributes to the broader fields of retailing and services studies by providing insights for online retailers concerning how deal popularity can be leveraged as a means to reduce perceptions of risk for Taiwanese consumers but with caveats for their Australian counterparts. As a first study that examines the effect of online deal popularity for service deals in a cross-country context, it extends the body of knowledge in a fast-changing domain of consumer behavior e-commerce settings.     

信息不对称、董事会特征与管理层盈余预告披露选择——基于我国A股上市公司2004-2007年数据的实证检验

利用2004年1季度-2007年4季度我国A股上市公司样本数据.本文检验了信息不对称程度、董事会特征与管理层盈余预告选择的关系.结果发现:(1)管理层盈余预告值表达方式精确程度及及时性均随着董事会规模增大及董事会会议频率提高而降低;随着独立董事比例提高,管理层盈余预告值表达方式越精确.(2)在考虑信息不对称程度交互作用后,董事会会议频率与管理层盈余预告值表达方式的精确程度之间负相关程度,以及独立董事比例与管理层盈余预告值表达方式的精确程度的正相关程度,均随着信息不对称程度提高而提高;董事会规模对管理层盈余预告偏差的作用程度,以及独立董事比例对管理层盈余预告偏差的作用程度,都会因信息不对称程度变化而不同.     

"四大"在中国A股证券审计市场的行为研究

"四大"在全球资本市场中扮演着重要的角色,很多学者直接将"四大"作为高质量审计的代名词。本文对"四大"于2003至2006年期间在中国A股证券审计市场的行为进行了研究,研究发现:"四大"的市场占有率逐年提高,同时各成员所之间也存在着激烈的竞争,较之"非四大",其选择的客户的规模大、财务质量高、ST(或*ST)客户比例低,另外,"四大"的独立性强,在相关行业已培育了显著的行业专长,能够提供高质量的审计服务,同时收取较低比率的审计费用。     

International Climate Finance and Its Influence on Fairness and Policy

Besides costs and benefits, fairness aspects tend to influence negotiating parties’ willingness to join an international agreement on climate change mitigation. Fairness is largely considered to improve the prospects of success of international negotiations and hence measures raising fairness perception might – in turn – help to bring about effective cooperative international climate change mitigation. We consider the influences present international support of climate policy in developing countries exerts on fairness perception and how this again might affect international negotiations. In doing so we distinguish between fairness perception that is based on historical experiences and perception that is based on conjectures about opponents’ intentions. By identifying beneficial components of current support schemes lessons can be learnt for designing new schemes like the Green Climate Fund.     

上市公司信息泄露减少了吗?——基于《上市公司信息披露管理办法》实施前后的比较

运用事件研究法对《上市公司信息披露管理办法》实施前后两年,即2005—2009年深沪两市A股业绩预告利多、高送转和增发三类重大事件信息披露的市场反应进行实证分析,利用内幕交易和信息泄露程度测度上市公司信息披露的公平性,检验了《上市公司信息披露管理办法》的实施效果。结果显示,信息公平披露规则在实施当年的短期内发挥了作用,但总体效果并不明显,信息泄露程度呈先下降后回升的趋势,内幕交易依然存在。为此,应进一步加强信息披露的监管,加大对违规信息披露的处罚力度;在强调公平信息披露的同时,关注上市公司信息披露的及时性;正确处理好资本市场效率与信息披露公平两者之间的关系。     

Determinants of Corporate Social Responsibility Disclosure Ratings by Spanish Listed Firms

The aim of this paper is to analyze whether a number of firm and industry characteristics, as well as media exposure, are potential determinants of corporate social responsibility (CSR) disclosure practices by Spanish listed firms. Empirical studies have shown that CSR disclosure activism varies across companies, industries, and time (Gray et al., Accounting, Auditing & Accountability Journal 8(2), 47–77, 1995; Journal of Business Finance & Accounting 28(3/4), 327–356, 2001; Hackston and Milne, Accounting, Auditing & Accountability Journal 9(1), 77–108, 1996; Cormier and Magnan, Journal of International Financial Management and Accounting 1(2), 171–195, 2003; Cormier et al., European Accounting Review 14(1), 3–39, 2005), which is usually justified by reference to several theoretical constructs, such as the legitimacy, stakeholder, and agency theories. Our findings evidence that firms with higher CSR ratings present a statistically significant larger size and a higher media exposure, and belong to more environmentally sensitive industries, as compared to firms with lower CSR ratings. However, neither profitability nor leverage seem to explain differences in CSR disclosure practices between Spanish listed firms. The most influential variable for explaining firms’ variation in CSR ratings is media exposure, followed by size and industry. Therefore, it seems that the legitimacy theory, as captured by those variables related to public or social visibility, is the most relevant theory for explaining CSR disclosure practices of Spanish listed firms.     

Price fairness perceptions and customer loyalty in a retail context

Loyalty and fairness are major research topics in the marketing literature. However, research examining how customer loyalty and fairness perceptions affect each other is lacking. This study examines these two topics in the context of a retailer increasing its prices, develops hypotheses, and tests these hypotheses using an experimental design approach. Results indicate that loyalty has a positive effect on fairness perceptions when price increases are low, though no such effect is found when price increases are high. Also, justifiable reasons for price increases lead to increased fairness perceptions when price increases are low, but any reason offered when price increases are high increases fairness perceptions. Whether distributive or procedural fairness influences post customer loyalty in the presence of price increases is dependent on both the level of the price increase and the reason offered for the price increase. This research provides implications for retailers and directions for future research.     

高管机会主义品行与公司信息披露决策

文章构建相应策略识别了高管机会主义品行，并探究其对公司信息披露决策的影响。研究结果表明，高管的机会主义品行会显著增加公司信息披露违规、真实盈余管理行为；提升公司选择非国际“四大”会计师事务所的概率，并支付更高的审计费用。随着高管机会主义水平上升，公司更有可能作出上述决策。进一步地，国有产权能在一定程度上抑制高管机会主义品行对信息披露质量的负面影响，却显著增加了公司应计盈余管理；当高管机会主义水平较高时，国有产权也无法发挥有效治理作用。从经济后果看，高管的机会主义品行能被资本市场识别，并显著减损公司未来价值。