We posit that consumers high (vs. low) in power distance belief are more likely to make price-quality judgments because of a greater need for structure (i.e., a
mediation hypothesis;
figure 1). The validity of this hypothesis depends on the proposed relation between need
for structure and price-quality judgments. Although to our
knowledge no prior research has examined this relation, we
propose that these variables are related for several theoreti-
cal reaso