品牌知名度與產品類型(享樂與實用)在產品價格上漲時，不同消費者對於價格公平性感受是怎樣的關係？本研究所要提供的觀點為檢驗產品價格上漲情形下，在品牌知名度、產品類型以及消費者型態差異在知覺公平性的認知感受上的效果。第一個實驗證實高低品牌知名度的產品漲價時，消費者會有不一樣的公平性知覺感受。在產品為高品牌知名度的情況下，相較於低知名品牌知名度，消費者對於價格上漲認為較具公平性。第二個實驗在於探討產品類型的不同(享樂品versus實用品)，在價格上漲時，消費者對於感受到公平性的知覺變化。享樂品與實用品在購買時的需求原先就有不同的角色，實驗三主要是要探究不同的人格特質分類(Promotion導向與Prevention導向)，對於產品漲價後的公平感受的變化。研究的最後我們綜合討論三個實驗的結果，本研究對於公平性認知感受的學術貢獻、研究限制、管理意涵以及提供未來研究的方向。

What is the relationship between brand awareness and product types (hedonic and utilitarian) to the price fairness perception when there is a price increase? The objective of this study is to examine the effect of brand awareness, product type, and regulatory focus on price fairness perception when the product price increases. The first experiment confirms that consumers have different fairness perception when the high versus low brand awareness products have a price increase. Under the high brand awareness case, consumers regard price increase as fairer than under the low brand awareness situation. The second experiment explores the difference between hedonic and utilitarian goods of consumers’ perception toward price increase. We conclude with a discussion of the results of the three experiments, the contribution, limitation, and managerial implications of our findings, as well as the direction for future study.

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