Keywords: Fair process effect
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Journal Articles
Journal of Product & Brand Management (2016) 25 (7): 710–720.
Published: 21 November 2016
... discuss this view in more details below. In testing the predictions of fairness heuristic theory in pricing contexts, the current research extends Kukar-Kinney et al. (2007) in two ways. First, Kukar-Kinney et al. (2007) showed that the fair process effect predicted by fairness...

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