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

Abstract Although prices are the most discussed topic in consumer conversations, research has mostly neglected field of price-related word-of-mouth (WOM). The present study picks up this gap by analyzing effects price-WOM valence and price change communicated WOM on perception. While a sender’s opinion is stronger predictor recipient’s perceived fairness, effect expensiveness perceptions. Innovators found to be more positive with their fairness judgment compared imitators, leaders prone than non-opinion leaders.