Price discrimination often results in negative emotional experiences for price-disadvantaged consumers. Building on affective events theory, the impact of different pricing agents (algorithms vs. humans) on the negative word-of-mouth (NWOM) was investigated for price-disadvantaged consumers through seven experiments (n = 2080) and a single-paper meta-analysis. The findings revealed that algorithmic pricing led to lower NWOM among consumers. Further analysis suggested that the impact occurs through the sequential mediation of psychological contract violation and cynicism psychology. Additionally, relationship norms and implicit personality moderated the influence of pricing agents on NWOM. This research provides marketing communication strategies for tourism enterprises utilizing algorithmic pricing to mitigate consumer NWOM when implementing price discrimination strategies.

中文翻译：

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谁制定的价格更好？实施价格歧视时定价代理人对消费者负面口碑的影响


价格歧视常常会给处于价格劣势的消费者带来负面的情感体验。基于情感事件理论，通过七项实验 (n = 2080) 和单篇论文元数据，研究了不同定价主体（算法与人类）对价格弱势消费者的负面口碑 (NWOM) 的影响-分析。调查结果显示，算法定价导致消费者的 NWOM 降低。进一步分析表明，这种影响是通过心理契约违背和犬儒心理的顺序中介而发生的。此外，关系规范和内隐个性调节了定价代理人对 NWOM 的影响。本研究为旅游企业在实施价格歧视策略时利用算法定价来减轻消费者的 NWOM 提供营销传播策略。