Cultural Differences in Perceived Price Fairness: Role of Styles of Thinking

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F18%3A63522036" target="_blank" >RIV/70883521:28120/18:63522036 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Cultural Differences in Perceived Price Fairness: Role of Styles of Thinking
Original language description
In contemporary years, researchers are increasingly recognising the role of styles of thinking (holistic vs analytic) as a driver of cross-cultural differences in consumer behaviour. This article addresses a gap in the extant pricing literature by focusing on the cultural differences in perceived price fairness as a function of styles of thinking. Consumers from Eastern cultures with holistic thinking style are predicted to perceive a price increase as fairer than consumers from Western cultures with analytic thinking style. The comprehension of cultural differences in perceived price fairness as a function of styles of thinking is important for managers and marketers in order to expand their knowledge and understanding on ways to maintain positive consumers’ price perceptions, which thereby can augment firms’ competitiveness.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the International Scientific Conference of Business Economics, Management and Marketing 2018
ISBN
978-80-210-9164-1
ISSN
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e-ISSN
neuvedeno
Number of pages
8
Pages from-to
202-209
Publisher name
Masarykova univerzita
Place of publication
Brno
Event location
Brno
Event date
Sep 6, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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