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

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.