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 |
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 |
Files in This Item:
File | Description | Size | Format | ||
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you_paid_what?_understanding_-20220624130026200.pdf | 1.03 MB | Adobe PDF | View/Open |