MITIGATING THE NEGATIVE EFFECTS OF PERSONALIZED PRICING
Global Marketing Conference
2023 Global Marketing Conference at Seoul
(2023.07)
pp.247-252
pp.247-252
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
Personalized pricing provides great potential for revenue, but is also accompanied by negative consumer reactions. Therefore, it is of great importance to investigate potential mechanisms and variables that could mitigate these negative effects. In this context, the following paper examines the role of perceived fairness, cognitive dissonance, and product categories.
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