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2019/10/14 星期一

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經濟學院學術報告之Dr. Huachao Gao

2019-07-18, 星期四

報告題目To Tolerate or Not: How Does Power Distance Belief Affect Price Sensitivity?

報告時間2019725日(星期四)1030

報告地點翡翠湖校區科教樓B1006會議室

報告人Dr. Huachao Gao

工作單位加拿大維多利亞大學 (University of Victoria)

舉辦單位經濟學院

報告簡介

This article examines how consumers’ cultural value of power distance belief (PDB), which refers to individual consumers’ acceptance of and expectations for power disparity in social interaction, affects their price sensitivity. Focusing on consumer reactions to price increases, we propose that high-PDB consumers are less price sensitive or react less negatively to price increases than low-PDB consumers. This phenomenon occurs because consumers in general tend to view price increases as unfair. In addition, as high-PDB consumers are more tolerant of unfairness than their low-PDB counterparts, they are likely to accept unfair price increases and thus show lower price sensitivity. Convergent evidence across five different studies with both secondary and experimental data, student and nonstudent samples, and different operationalizations of the key variables supports the effect of PDB on price sensitivity and the proposed mediator of tolerance of unfairness (TOU). Furthermore, price increase attribution and ego depletion are identified as boundary conditions. This research not only contributes to the price sensitivity and cross-cultural consumer literature in several ways but also provides practical implications for global firms’ pricing strategies.

附加信息

  • 主題: To Tolerate or Not: How Does Power Distance Belief Affect Price Sensitivity?
  • 時間: 2019年7月25日(星期四)10:30
  • 地點: 翡翠湖校區科教樓B座1006會議室
  • 主講人: Dr. Huachao Gao
  • 日期: 星期四, 25 七月 2019
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