How do price fairness perceptions differ across culture?

Lisa E Bolton, Hean Tat Keh, Joseph W Alba

Research output: Contribution to journalArticleResearchpeer-review

142 Citations (Scopus)


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 ingroup/out-group distinction extends the findings to the context of firm relationships.
Original languageEnglish
Pages (from-to)564 - 576
Number of pages13
JournalJournal of Marketing Research
Issue number3
Publication statusPublished - 2010
Externally publishedYes

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