I Can Find a Better Deal: the Effect of Power Distance Belief on Price Sensitivity

The present research explores how PDB – the extent to which people accept and endorse hierarchy – influences price sensitivity. Four experiments suggest that high (vs. low) PDB individuals are less price sensitive because they have lower perceptions of self-efficacy, which reduces their perceived ability to get better deals.


Hyejin Lee and Ashok Lalwani (2017) ,"I Can Find a Better Deal: the Effect of Power Distance Belief on Price Sensitivity ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 736-737.


Hyejin Lee, Indiana University, USA
Ashok Lalwani, Indiana University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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