Measures the degree to which a consumer perceives a given price to be fair and reasonable using four 7-point semantic differential items. The scale captures evaluations of a price along the dimensions of fairness, justice, reasonableness, and acceptability.
Kwak, H., Puzakova, M., & Rocereto, J.F. (2015). Better not smile at the price: The differential role of brand anthropomorphization on perceived price fairness. Journal of Marketing, 79(4), 56-76.
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