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How Do Price Fairness Perceptions Differ across Culture?

How Do Price Fairness Perceptions Differ across Culture? This research investigates the effects of across-consumer price comparisons on perceived price fairness as a function of culture. Collectivist (Chinese) consumers are more sensitive to in-group versus out-group differences than individualist (U.S.) consumers. The collectivist perspective orients consumers toward the in-group and heightens concerns about “face” (i.e., status earned in a social network) that arise from in-group comparisons. Process evidence for the causal role of cultural differences derives from manipulated self-construal and measurement of the emotional role of shame evoked by face concerns. Finally, in a robustness test, an alternative operationalization of the in-group/out-group distinction extends the findings to the context of firm relationships. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

How Do Price Fairness Perceptions Differ across Culture?

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References (42)

Publisher
SAGE
Copyright
© 2010 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1509/jmkr.47.3.564
Publisher site
See Article on Publisher Site

Abstract

This research investigates the effects of across-consumer price comparisons on perceived price fairness as a function of culture. Collectivist (Chinese) consumers are more sensitive to in-group versus out-group differences than individualist (U.S.) consumers. The collectivist perspective orients consumers toward the in-group and heightens concerns about “face” (i.e., status earned in a social network) that arise from in-group comparisons. Process evidence for the causal role of cultural differences derives from manipulated self-construal and measurement of the emotional role of shame evoked by face concerns. Finally, in a robustness test, an alternative operationalization of the in-group/out-group distinction extends the findings to the context of firm relationships.

Journal

Journal of Marketing ResearchSAGE

Published: Jun 1, 2010

Keywords: price fairness; culture; face; emotions; individualism/collectivism

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