Many consumer researchers advocate a theory that proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. Which theory are these researchers advocating?

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The theory being referred to is the equity theory, which suggests that consumers compare their inputs (e.g. time, effort, money) and outcomes (e.g. satisfaction, benefits) to those of another party in an exchange, and if they perceive an imbalance, they will feel a sense of inequity and discomfort. This theory guides marketers to ensure fairness in their pricing and promotional strategies.

Many Consumer Researchers Advocate a Theory That Proposes That Consumers