Scholars have proven language quality affects consumers’ ideal price. However, research has largely neglected the linguistic quality of products’ translated instructions in this process. By building on data collected from an experiment conducted in Italy between 2023 and 2024, the study explores the impact of poorly translated instructions on consumers’ perceptions. Results indicate products’ instructions poor linguistic quality negatively affects consumers’ ideal price. Our implications extend to marketing scholars and practitioners.

The Effect of Translation Quality on Ideal Consumers’ Price: Evidence from a Between-group Design Experiment

Balzano, Marco
;
Bortoluzzi, Guido
2024-01-01

Abstract

Scholars have proven language quality affects consumers’ ideal price. However, research has largely neglected the linguistic quality of products’ translated instructions in this process. By building on data collected from an experiment conducted in Italy between 2023 and 2024, the study explores the impact of poorly translated instructions on consumers’ perceptions. Results indicate products’ instructions poor linguistic quality negatively affects consumers’ ideal price. Our implications extend to marketing scholars and practitioners.
2024
MIC Conference 2024
File in questo prodotto:
File Dimensione Formato  
Marinelli-Balzano-Bortoluzzi-MIC_2024.pdf

non disponibili

Tipologia: Documento in Pre-print
Licenza: Accesso chiuso-personale
Dimensione 187.65 kB
Formato Adobe PDF
187.65 kB Adobe PDF   Visualizza/Apri

I documenti in ARCA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/5055480
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact