Please use this identifier to cite or link to this item: http://doi.org/10.25358/openscience-7211
Authors: Schneider, Sebastian
Huber, Frank
Title: You paid what!?: Understanding price-related word-of-mouth and price perception among opinion leaders and innovators
Online publication date: 27-Jun-2022
Language: english
Abstract: Although prices are the most discussed topic in consumer conversations, research has mostly neglected the field of price-related word-of-mouth (WOM). The present study picks up this research gap by analyzing the effects of price-WOM valence and price change communicated by WOM on consumer price perception. While a WOM sender’s opinion is a stronger predictor of the recipient’s perceived price fairness, a price change communicated by WOM has a stronger effect on price expensiveness perceptions. Innovators are found to be more positive with their price fairness judgment compared to imitators, and opinion leaders are more prone to price-WOM than non-opinion leaders.
DDC: 330 Wirtschaft
330 Economics
Institution: Johannes Gutenberg-Universität Mainz
Department: FB 03 Rechts- und Wirtschaftswissenschaften
Place: Mainz
ROR: https://ror.org/023b0x485
DOI: http://doi.org/10.25358/openscience-7211
Version: Published version
Publication type: Zeitschriftenaufsatz
License: CC BY
Information on rights of use: https://creativecommons.org/licenses/by/4.0/
Journal: Journal of revenue and pricing management
21
Pages or article number: 64
80
Publisher: Springer Nature Switzerland AG
Publisher place: Cham
Issue date: 2022
ISSN: 1477-657X
Publisher DOI: 10.1057/s41272-021-00289-z
Appears in collections:JGU-Publikationen

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