... valuation and orientation. Naively, we could assume that these investments positively influence price fairness, because they help to restore equity. Equity theory states that individuals evaluate their transactions and relationships by examining their investments (inputs) and outcomes (outputs...

...Spencer M. Ross; Sommer Kapitan Purpose This work aims to use equity theory to explore how consumers assess prosocial actions as part of a mental portfolio of purchases and behaviors in a broader marketplace, seeking balance in market exchanges. Conceptualizing marketing exchange as both...