Article2005

The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency

Anthony D. Miyazaki · Dhruv Grewal · Ronald C. Goodstein

553 citations0/0 files storedJournal of Consumer Research

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Building on past research, this article illustrates when a price-quality relationship holds in the presence of multiple extrinsic cues. When intrinsic information is scarce, the relationship is more pronounced when a positive price cue is paired with a positive second cue (e.g., strong warranty, positive country of origin, or strong brand). When the two cues are inconsistent, consumers find the negative cue more salient and overweight it in their evaluations. This interaction is moderated by the presence of abundant levels of intrinsic attribute information. Our predictions are replicated across five studies, and the underlying process is supported.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2000No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality 1980Pricing: Making Profitable Decisions 1988The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations 1994Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality 1994Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality 1993A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?

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