The Dimensionality of Price Perceptions: A Cross-Cultural Comparison of Asian Consumers

Sternquist, Brenda; Byun, Sang‐Eun; Jin, Byoungho

doi:10.1080/0959396032000154310

Cited by 49 publications

(60 citation statements)

References 23 publications

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“…Extant literature suggests that the way consumers use price signals is mixed. One stream of research posits that price is marketing universal (Dawar and Parker, 1994;Dawar et al, 1996) (Meng and Nasco, 2009;Sternquist et al, 2004). The findings of this study conforms to the proposition of universality of price signals and suggests that manipulation of it across cultures is not necessary.…”

Section: Discussion and Contributionssupporting

confidence: 63%

“…Such studies suggest that price is an indicator of quality, prestige and individuals develop higher expectations when purchasing a high price product or service. On the other hand, another stream of research posits that price is a negative cue (Sternquist et al, 2004;Meng and Nasco, 2009). They argue that individuals are less inclined to equate high price with quality for unknown or less prestigious brands.…”

Section: H1mentioning

confidence: 99%

“…They obtain that the US consumers are more value conscious than the Korean consumers are. Sternquist, Byun and Jin (2004) when comparing the price perceptions of consumers from various Asian nations obtain that Chinese consumers (low uncertainty avoidance: Hofstede score-30) are extremely value and price conscious as compared to Korean consumers (high uncertainty avoidance) and often have a negative perception towards high priced items involving unfamiliar brands. This suggests that the low uncertainty avoidance consumers are more concerned about the appropriateness and fairness of the perceived quality received and compares it with the price paid (Meng and Nasco, 2009).…”

Section: Uncertainty Avoidancementioning

confidence: 99%

“…For instance, Japanese consumers equate higher price signals as symbols of higher quality, whereas American consumers believe higher price does not guarantee better quality (McGowan and Sternquist, 1998). Research shows that higher price even have a strong negative perception from Chinese consumers (Sternquist, Byun and Jin, 2004). Hence, it is crucial to design the optimal mix of marketing signals based on the cultural values of individual tourists.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Expectation Formation in Case of Newer Hotels

Nath

Devlin²,

Reid³

2014

Journal of Travel Research

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Advertisement and price cues are important sources of information, which influence tourists when forming service expectations, particularly in the case of newer hotels. However, it is not clear if such hotels need to promise more or less through their advertisement; or price high or low through their price cues. Extant research is also uncertain about the role of culture (uncertainty avoidance and power distance) in moderating the impact of advertisement and price cues on expectations. Using an experimental setup with 218 tourists from three different countries, this study finds that a newer hotel is likely to be better off by offering more service promises through its advertising and high price cues to its prospective visitors. The results suggest that culture influences how tourists process advertising cues but has no influence on price cues. The study provides insights for managers on how to develop a segmentation strategy using the cultural profiles of tourists.

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Section: Discussion and Contributionssupporting

confidence: 63%

Section: H1mentioning

confidence: 99%

Section: Uncertainty Avoidancementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Expectation Formation in Case of Newer Hotels

Nath

Devlin²,

Reid³

2014

Journal of Travel Research

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“…They bond with brands that are unique and show individual style. Sternquist et al (2004) Shanghai (C) 163…”

Section: Authorsmentioning

confidence: 99%

Chinese consumer decision-making styles: A comparison between the coastal and inland regions

Zhou

Arnold

Pereira

et al. 2010

Journal of Business Research

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Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context

Ruvio

Shoham

2007

Psychology and Marketing

125

106

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The market maven construct, developed by Feick and Price (1987), has been used in empirical studies in the USA, South Africa, Germany, Poland, and Hungary. This study extends previous research by being the first to use the general mavenship concept in an Asian country (Israel). Furthermore, the study examines market mavenship and opinion leadership as outcome concepts arising from exploratory behavior or innovativeness tendencies. Additionally, the impact of a three-dimensional exploratory behavior concept is compared to the impact of a unidimensional innovativeness concept on opinion leadership and market mavenship. Structural Equation Modeling (SEM) was used to test the two nomological models based on a sample of 142 adult Israeli consumers. Although both exploratory behavior and innovativeness affect market mavenship and opinion leadership, the impact of the former is stronger. Additionally, the impact of the "new brand trial" facet of exploratory behavior on market maven was comparable to that of innovativeness, whereas its impact on opinion leadership was weaker than the impact of innovativeness.

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The Dimensionality of Price Perceptions: A Cross-Cultural Comparison of Asian Consumers

Cited by 49 publications

References 23 publications

Expectation Formation in Case of Newer Hotels

Expectation Formation in Case of Newer Hotels

Chinese consumer decision-making styles: A comparison between the coastal and inland regions

Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context

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