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Authors: Schneider, Sebastian
Title: Price-related consumer discussions in China and the United States : a cross-cultural study investigating price perceptions and word-of-mouth transmission
Online publication date: 4-Jul-2022
Year of first publication: 2022
Language: english
Abstract: Prices are among the most frequently discussed topics in consumer research. Although word-of-mouth is known to be highly influential and it is considered to be of growing importance, previous research has largely neglected price-related word-of-mouth, especially in a cross-cultural context. The present study fills this research gap by analyzing the effects of price-related word-of-mouth valence, price changes communicated by word-of-mouth, market mavenism and national culture on price fairness and expensiveness perceptions, as well as on subsequent word-of-mouth intentions. Two studies employing Hofstede’s national culture dimensions reveal considerable differences between the cultures of the United States and China.
DDC: 330 Wirtschaft
330 Economics
Institution: Johannes Gutenberg-Universität Mainz
Department: FB 03 Rechts- und Wirtschaftswissenschaften
Place: Mainz
Version: Published version
Publication type: Zeitschriftenaufsatz
License: CC BY
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Journal: Journal of revenue and pricing management
Pages or article number: 274
Publisher: Springer Nature Switzerland AG
Publisher place: Cham
Issue date: 2022
ISSN: 1477-657X
Publisher DOI: 10.1057/s41272-021-00337-8
Appears in collections:JGU-Publikationen

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