This research examines how consumers' efforts as a nonmonetary sacrifice influence their
price and promotion fairness perceptions in the context of price promotions. Multiple studies
using different price promotion tactics demonstrate that consumers' perceived level of effort
to obtain a reduced price negatively influences their fairness perceptions when they deny
the promoted price. Exploring the underlying mechanisms of this effect, we show that the
amount of effort consumers exert to obtain a promoted price leads to their feeling of …