자신과 타인의 가격과 품질 비교가 파워 수준에 따라 차별적으로 가격공정성에 미치는 영향

초록

We are investigating the effects of self versus other comparisons on price fairness perceptions, satisfaction, repurchase intentions, emotional experiences, and the feeling of superiority and the moderating effects of power states. In 2 experiments, we examined the moderating role of power states in determining the direction of the effects of self-comparisons vs. other-comparisons. In Study 1, price and quality of products were positively correlated and, in Study 2, the price was constant whereas quality levels were various. In Study 1, subjects with high power were more influenced by other comparisons of price and quality levels but subjects with low power were more influenced by their own previous levels of price and quality. In Study 2, subjects with high and low power were more influenced by other comparisons of price and quality levels. The responses of low power subjects were not precisely predicted by Hypothesis 2b. This study identified 'power state' as one of the most important determinants of relative importance of self vs. other comparison of price and quality levels. However, this study could not include a variety of settings and research methods. Future studies incorporating a variety of settings and research methods will contribute to our understanding of the effects of power states. This study expands research settings into those where price and quality have a positive correlation and where quality levels vary while the price level is constant.

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