Abstract: Focusing on the different product recall patterns in the global markets, this paper conducts an analysis of the double criteria of product recall, i.e., the equal treatment and the differential treatment, in global markets from the perspective of biased perception of fairness. Through the two experiments and a contrastive analysis between the samples from China and America, the findings show that, compared with the consumers in the reference country, the consumers in the country involved have a rather bigger positive difference in their perception of fairness, perceived decision-making rationality and brand evaluation generated from the two recall patterns of the equal treatment and the differential treatment. Compared with American consumers in the context of western culture, Chinese consumers in the context of oriental culture have a much bigger positive difference in their perception of fairness, perceived decision-making rationality and brand evaluation generated from the two product recall patterns of the equal treatment and the differential treatment. This research conclusion can not only be conductive to perfecting the relative theory for the product recall coping strategy in the global markets, but also provide important reference and guidance for the product recall in the global markets.

Key words: product recall, equal treatment, differential treatment, fair perception