공정세상 신념과 가격 공정성 판단: 개인적 공정세상 신념과 일반적 공정세상 신념의 차별적 역할

초록

Price fairness judgments represent an important domain in which individuals evaluate the justice of economic practices. Although belief in a just world (BJW) is a stable individual difference variable that shapes how people interpret fairness and injustice, little is known about how its distinct dimensions influence evaluations of market behaviors. Drawing on BJW theory, the present research examines how personal BJW and general BJW differentially predict fairness judgments of pricing practices. Across two studies, participants evaluated a range of pricing practices commonly categorized as fair or unfair. The results reveal an asymmetric pattern: personal BJW is positively associated with perceiving fair pricing practices as fair, whereas general BJW is positively associated with perceiving unfair pricing practices as relatively more fair. These findings suggest that BJW functions as a context-dependent lens shaping how individuals interpret justice in economic exchanges. More broadly, the results highlight how distinct justice beliefs contribute to variability in moral and fairness judgments in everyday economic contexts.

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