How Do Price Fairness Perceptions Differ Across Culture?
How Do Price Fairness Perceptions Differ Across Culture?
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DOI：
10.1509/jmkr.47.3.564
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发表时间：
2010-06-01
影响因子：
6.1
通讯作者：
Alba, Joseph W.
中科院分区：
文献类型：
--
作者：
Bolton, Lisa E.;Keh, Hean Tat;Alba, Joseph W.
本研究探讨跨消费者价格比较对感知价格公平性的影响。集体主义（中国）消费者比个人主义（美国）消费者对群体内与群体外的差异更敏感。消费者集体主义观点将消费者导向群体，并加强了对“面子”的关注（即，在社交网络中获得的地位）。文化差异的因果作用的过程证据来自操纵的自我conciliation和测量引起的面子问题的羞耻的情感作用。最后，在鲁棒性测试中，内组/外组区分的另一种操作化将研究结果扩展到公司关系的背景下。
This research investigates the effects of across-consumer price comparisons on perceived price fairness as a function of culture. Collectivist (Chinese) consumers are more sensitive to in-group versus out-group differences than individualist (U.S.) consumers. The collectivist perspective orients consumers toward the in-group and heightens concerns about "face" (i.e., status earned in a social network) that arise from in-group comparisons. Process evidence for the causal role of cultural differences derives from manipulated self-construal and measurement of the emotional role of shame evoked by face concerns. Finally, in a robustness test, an alternative operationalization of the in-group/out-group distinction extends the findings to the context of firm relationships.