Price-related consumer discussions in China and the United States: a cross-cultural study investigating price perceptions and word-of-mouth transmission

Abstract Prices are among the most frequently discussed topics in consumer research. Although word-of-mouth is known to be highly influential and it considered of growing importance, previous research has largely neglected price-related word-of-mouth, especially a cross-cultural context. The present study fills this gap by analyzing effects valence, price changes communicated market mavenism national culture on fairness expensiveness perceptions, as well subsequent intentions. Two studies employing Hofstede’s dimensions reveal considerable differences between cultures United States China.