# Comparing the incomparable? How consumers judge the price fairness of new products

> Research article (International Journal of Research in Marketing, 2015) · cited 39× · AI/ML

**Wikidata**: [openalex:W2110290115](https://www.wikidata.org/wiki/openalex:W2110290115)  
**Source**: https://4ort.xyz/entity/comparing-the-incomparable-how-consumers-judge-the-price-fairness-of-new-products