Dimensions of Price as a Marketing Universal: A Comparison of Japanese and U.S. Consumers
研究比较了日本和美国消费者在价格线索上的心理测量特性，发现价格质量图式、声望敏感性和价值意识量表在两国均可靠，表明存在跨文化的市场普遍行为。
Consumer behaviors within a segment and regarding a product category that do not vary across cultures are defined as market universale (Dawar and Parker 1994). Japanese and U.S. students (N = 267) participated in this study of price cues. The psychometric properties of three different price scales—price/quality schema, prestige sensitivity, and value consciousness—are assessed, and equality constraints are introduced to compare the measurement models from the two groups. Results suggest that the scales are reliable measures across the two countries and that market-universal behaviors may exist for a similar segment of Japanese and U.S. consumers.