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.
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