Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/287701 
Year of Publication: 
2021
Citation: 
[Journal:] Journal of Revenue and Pricing Management [ISSN:] 1477-657X [Volume:] 21 [Issue:] 1 [Publisher:] Palgrave Macmillan UK [Place:] London [Year:] 2021 [Pages:] 64-80
Publisher: 
Palgrave Macmillan UK, London
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.
Subjects: 
Pricing
Word-of-mouth
Price perception
Innovativeness
Opinion leadership
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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