(1) Future research should also use field experiments to examine the robustness of our results.
(2) Future research should ascertain this relationship and also explore whether price salience can be manipulated using numeric information other than price.
(3) Future research should also explore how other cultural factors (e.g., masculinity–femininity, uncertainty orientation) impact price-quality judgments. Product category knowledge (Rao and Monroe 1988) and ease of evaluation of the product category (i.e., whether it is information versus credence good; Nelson 1970) are also boundary conditions deserving of future exploration.