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

Sebastian Schneider () and Frank Huber ()
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Sebastian Schneider: Johannes Gutenberg University
Frank Huber: Johannes Gutenberg University

Journal of Revenue and Pricing Management, 2022, vol. 21, issue 1, No 6, 64-80

Abstract: 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.

Keywords: Pricing; Word-of-mouth; Price perception; Innovativeness; Opinion leadership (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1057/s41272-021-00289-z

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