Scales and items (Cronbach’s α)

M

SD

Social norm compliance (α = 0.75)

I did not want to pay less than respectable.

2.74

1.35

I thought about what others expected me to do.

2.08

1.10

I did not want to get negative attention by paying an inadequate price

2.24

1.08

Altruism (α = 0.85)

I wanted to be good towards the seller.

2.18

1.05

I wanted to help the seller.

1.87

0.92

I did not want to put my interests above those of the seller.

2.23

1.06

Fairness (α = 0.93)

I wanted to pay a fair price.^a

3.16

1.41

I did not want to be unfair towards the seller.

2.89

1.18

I wanted to pay a suitable price.

3.08

1.14

For me, fairness played no special part in the pricing process.^b

Income (α = 0.96)

I referred to my income.

3.13

1.60

I thought about how much money I have available.

3.18

1.49

I referred to the money I possess.^a

3.21

1.54

I did not consider the amount of money I possess at all.^b

Price consciousness (α = 0.79)

I wanted to make a bargain buy.

3.79

1.13

I wanted to seize the opportunity to pay a minimized price for the product.

3.23

1.35

I did not want to spend to much money.^a

4.26

0.79

Getting a cheap price was of secondary importance for me.^b

Reference price (α = 0.88)

I imagined the average price of the product.

2.90

1.43

I had in mind how much I would have to pay in a regular store.

3.08

1.36

I thought about how much the product usually costs.

3.10

1.39

Satisfaction (α = 0.72)

I referred to the quality of the product.

3.11

1.25

I chose the price on the basis of my satisfaction with the product.^a

3.32

1.53

I referred to my confidence in the product.

3.53

1.18

I thought about whether the product seemed high-class to me.^b

Loyalty^* (α = −0.13)

I would have paid a different price if I had been a regular customer.

3.23

1.49

I considered that this was a non-recurring offer.

2.95

1.59

I looked after my loyalty towards the seller.

2.15

1.37