PERCEIVED REVENUE MANAGEMENT PRICING UNFAIRNESS : A CRITICAL INCIDENTS APPROACH AND A MULTI DIMENTIONAL ANALYSIS Abstract The concept of "perceived unfairness" is receiving great attention in consumer behavior research. However, what mean perceived price unfairness (PPU) ? What are the antecedents, the dimensions and consequences of PPU in the contexte of revenue management pricing (RMP) ? The purpose of our research is to clarify the theoretical meaning of this construct and to verify if the litterature on PPU reflect the opinions of consumers. To achieve both objectives, a literature review and a qualitative study using critical incidents technic (CIT) were conducted. The results confirm that, price fairness judgments involve a comparison of a price or procedure with a pertinent standard, reference, or norm (Xia et al., 2004). Otherwise, our thematic analyses confirm two dimensions of perceived injustice : cognitive and affective dimensions. Furthermore, new reflexive indicators, such as stress and feeling of manipulation emerged from our qualitative study. Keywords : perceived price unfairness ; cognitive dimension ; affective dimension ; revenue management pricing, reflexive indicators.