The Price is Wrong: Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing

Acknowledgements.

About the Author.

Part One. Background.

Chapter 1. Introduction: "Play fair or I quit!"

Chapter 2. History: "A 'just' price is not God-given!"

Part Two. Model.

Chapter 3. Model: "Now I'm not just annoyed, I'm furious!"

Chapter 4. Norms: "That's wrong, and we all know it!"

Chapter 5. Emotions: "You're not being fair and I hate you!"

Chapter 6. Expectations: "That price is a rip off!"

Chapter 7. Outcomes: "You should get what you pay for!"

Chapter 8. Attributions: "The seller is to blame!"

Chapter 9. Process: "Ya gotta play by the rules!"

Chapter 10. Punishment: "Revenge is sweet!"

Chapter 11. Power: "Beware a customer wronged!"

Chapter 12. Trust: "Fair price? I doubt it!"

Part Three. Applications.

Chapter 13. Modifications: "Sorry. The rules have changed!"

Chapter 14. Tipping: "Just don't stiff the waiter!"

Chapter 15. Discrimination: "It's unfair to charge me more than others!"

Chapter 16. Negotiations: "Split the difference. That's fair!"

Chapter 17. Taxes: "Paying taxes is as American as disliking taxes!"

Chapter 18. Culture: "But I never ordered any bread!"

Chapter 19. Strategy: "So how can a company price fairly?"

Appendix A. The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions.

Appendix B. Price Fairness.

Notes.

References.