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
Year of first publication:	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