You paid what!? Understanding price-related word-of-mouth and price perception among opinion leaders and innovators

Artikel

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.

Angaben zum Objekt

• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Journal: Journal of Revenue and Pricing Management ; ISSN: 1477-657X ; Volume: 21 ; Year: 2021 ; Issue: 1 ; Pages: 64-80 ; London: Palgrave Macmillan UK

Klassifikation und Themen

• Klassifikation: Wirtschaft
• Thema: Pricing ; Word-of-mouth ; Price perception ; Innovativeness ; Opinion leadership

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Schneider, Sebastian ; Huber, Frank
• Ereignis: Veröffentlichung
• (wer): Palgrave Macmillan UK
• (wo): London
• (wann): 2021

Weitere Informationen

• DOI: doi:10.1057/s41272-021-00289-z
• Letzte Aktualisierung: 10.03.2025, 11:42 MEZ