Another dimension of the results of this study exhibiting a negative valence is price fairness; only four terms corresponded to price, as determined by IPA (Figure 6). The intersection of IPA proceeded from the mean levels of importance and performance at 1.98 and − 0.05, respectively. The terms, “Price,” “Reasonable,” “Expensive,” and “Worth” are contained in Quadrants I, II, III, and IV of IPA, respectively.