Fairness

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Price fairness is defined as the psychological judgment of the price as reasonable, just, and acceptable (Bolton, Warlop, & Alba, 2003; Maxwell, 2002; Xia, Monroe, & Cox, 2004). Although it has been investigated in various service business areas, there has been little research o…

Fairness is a social norm and a legal requirement in today's society. Many laws and regulations (e.g., the Equal Credit Opportunity Act of 1974) have been established to prohibit discrimination and enforce fairness on several grounds, such as gender, age, sexual orientation, rac…