This research examines the personality, cognitive and emotional antecedents of deceptive price perceptions that occur in price inequalities. We draw on appraisal theories to examine the extent to which these relationships are different depending on two situations: consumers who are exposed to an advantaged situation (lower price) and those exposed to a disadvantaged situation (higher price). Data from 994 individuals in the online hotel booking context show that the direction of the price inequality significantly influences the way in which both personality and the attributional–emotional process affect perceptions of deceptive pricing. Our findings provide a better understanding of this subjective, complex, but also increasingly prevalent phenomena of price inequality and perceived deceptive pricing in online retailing. Implications for theory and management are discussed.

本研究考察了在价格不平等中出现的欺骗性价格认知的个性、认知和情感前因。我们利用评估理论来检查这些关系在两种情况下的不同程度：处于有利情况（较低价格）的消费者和处于不利情况（较高价格）的消费者。来自在线酒店预订环境中 994 个人的数据表明，价格不平等的方向显着影响个性和归因 - 情感过程影响对欺骗性定价的看法的方式。我们的研究结果让我们更好地理解了在线零售中这种主观的、复杂的但也越来越普遍的价格不平等现象和感知到的欺骗性定价。