How eWord of Mouth valences affect price perceptions

The influence of electronic Word of Mouth (eWOM) on consumers' perceptions of price, allowing for consumers having different price acceptability levels, was examined through nine online experiments.

Introduction and background

When consumers make purchase evaluations, they may consider the possible future "price," or cost consequences of the decision, in addition to the advertised price (Stone & Grønhaug, 1993). Many marketers explicitly...

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