Consumers' Need for Price Fairness Scale

What it measures

Measures consumer perceptions of whether a price is fair — the degree to which a price is judged as reasonable, acceptable, and justifiable given the reference standards available. Price fairness perceptions are a key driver of purchase intention, satisfaction, and trust — unfair price perceptions trigger negative emotions (anger, outrage) and behaviour (complaint, negative WOM, boycott). Widely used in dynamic pricing, surge pricing, and price discrimination research.

Representative items

• The price I was charged is fair.
• The price I was charged is acceptable.
• The price I was charged is justifiable.
• The price I was charged seems reasonable.
• Compared with the price other customers pay for the same product, I think the price I pay is fair.

Citation

Xia, L., Monroe, K.B., & Cox, J.L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1–15.