Autoren:	Schneider, Sebastian Huber, Frank
Titel:	You paid what!?: Understanding price-related word-of-mouth and price perception among opinion leaders and innovators
Online-Publikationsdatum:	27-Jun-2022
Erscheinungsdatum:	2022
Sprache des Dokuments:	Englisch
Zusammenfassung/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-Sachgruppe:	330 Wirtschaft 330 Economics
Veröffentlichende Institution:	Johannes Gutenberg-Universität Mainz
Organisationseinheit:	FB 03 Rechts- und Wirtschaftswissenschaften
Veröffentlichungsort:	Mainz
ROR:	https://ror.org/023b0x485
DOI:	http://doi.org/10.25358/openscience-7211
Version:	Published version
Publikationstyp:	Zeitschriftenaufsatz
Nutzungsrechte:	CC BY
Informationen zu den Nutzungsrechten:	https://creativecommons.org/licenses/by/4.0/
Zeitschrift:	Journal of revenue and pricing management 21
Seitenzahl oder Artikelnummer:	64 80
Verlag:	Springer Nature Switzerland AG
Verlagsort:	Cham
Erscheinungsdatum:	2022
ISSN:	1477-657X
DOI der Originalveröffentlichung:	10.1057/s41272-021-00289-z
Enthalten in den Sammlungen:	JGU-Publikationen