论文信息 - The Effects of Perceived and Objective Market Cues on Consumers' Product Evaluations

The Effects of Perceived and Objective Market Cues on Consumers' Product Evaluations

This paper investigates the interactive effects of objective quality information on price and brand name information on buyer’s product evaluation. To answer a call made more than 20 years ago, the study brings objective quality rating information such as those reported in Consumer Reports into a proven market cue - product evaluation model. The research method uses a 2x2x2 factorial design to systematically examine interaction effects of objective information with price and brand name in a market cue-product evaluation model. The conclusions find that the brand effects are not influenced by the objective quality information. However, there are strong interaction effects between price and objective quality information.

William B. Dodds

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