path from objective price ! perceived price. The result indicated that a model
including the attitude toward spending construct is significantly better: chisquare
difference: (2 = 155.60 (df = 75)) ± (2 = 213.83 (df = 77)) = (2 = 58.23
(df = 2); p < 0.005). In a cross-cultural model, at least when comparing Indians
and Americans, attitude toward economizing moderates the effect of objective
price on perceptions of price acceptability