Table Table 1 Go-to-market & pricing 6 September 2026

What determines perceived price fairness?

Question	What it asks	Common mistake
Reference	Compared with which prior price, alternative, cost, or norm?	Calling the new price unfair without naming the comparison
Seller entitlement	Which cost, service, risk, or margin claim does the seller present?	Treating any cost increase as self-validating
Buyer entitlement	Which prior terms, service level, or expectation does the buyer believe should continue?	Treating the buyer's reference as the only economic fact
Process	Was the rule disclosed, consistent, timely, and open to explanation?	Assuming a true cost makes an opaque process fair

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What is price fairness? A reference and process problem

Price fairness depends on reference, cost or value explanation, process, and treatment. It is a perception object, not a legal verdict.

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Isoglu, S. (2026). What determines perceived price fairness? [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-price-fairness-fig01/

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@misc{isoglu-2026-what-is-price-fairness-fig01,
  author = {Isoglu, Sinan},
  title = {{What determines perceived price fairness?}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-price-fairness-fig01/},
  note = {From the essay {What is price fairness? A reference and process problem}}
}

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