Price perceptions: A cross-national study between American and Chinese young consumers

This paper examines the influence of cultural factors (i.e., face consideration and risk aversion) and marketing environments upon price perceptions and compares price perceptions between American and Chinese young consumers empirically. The cross-national measurement validity is assessed to make the comparison meaningful. The findings show that, contrast to the common notions about Chinese traditionalism, Chinese young consumers perceive a weaker price-quality relationship than American young, and they are more prestige sensitive, less price conscious, and less coupon prone than their US counterparts, but they are as value conscious as American young consumers.