TY - GEN A1 - Werner, Bastian A1 - Brusch, Ines A1 - Bürks-Arndt, Larissa T1 - Versioning, Price Fairness and Purchase Decision - An Empirical Investigation T2 - Archives of Data Science, Series A N2 - Companies typically offer different variants of a product to address many heterogeneous consumer needs. This involves improving, reducing, cor- recting, or dismantling existing parts of a product, which is called versioning. This also serves to capture the different willingness to pay of consumers. Ac- cording to rational choice theory, consumers weigh benefits relative to their costs in evaluating a product and generate the purchase decision. Consequently, the production method should be irrelevant. The empirical evidence of this study contradicts this thought. Based on Equity theory and Dual-Entitlement theory, a quantitative survey has been carried out. In this context, the four versioning methods were examined to determine whether they appear fair to consumers and how/if they influence their purchasing decisions. The results provide new insights for researchers from a theoretical and practical point of view, e.g., price fairness, and ethical convictions have significant effects on purchasing decisions. Finally, the paper gives some general implications and recommendations for future research. KW - Versioning, Price Fairness, Purchase Decision Y1 - 2020 UR - https://publikationen.bibliothek.kit.edu/1000138632 U6 - https://doi.org/10.5445/KSP/1000098012/05 SN - 2363-9881 VL - 6 IS - 2 PB - KIT-Bibliothek CY - Karlsruhe ER -