Our findings offer contributions to the cross-cultural, price perceptions, and need for structure literatures. Previous cross-cultural research has primarily focused on the individualism–collectivism dimension, even though power distance was the first cultural dimension identified by Hofstede (1984). As Shavitt et al. (2006a) note, cross- cultural researchers need to move beyond the individualism-collectivism dichotomy due to the limitations inherent in any single dimension. The current re- search is among the first to demonstrate experimentally the critical role played by power distance belief in consumer judgments. Further, by measuring and manipulating power distance belief, we also show that this cultural value orientation can be fruitfully studied at the individual level.