Article2009

Individual effects of product quality signals in the presence versus absence of other signals: differential effects across brick‐and‐mortar and online settings

Dipayan Biswas · Sujay Dutta · Abhijit Biswas

26 citations0/0 files storedJournal of Product & Brand Management

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

Abstract

Purpose – The purpose of this paper is to study the effectiveness of multiple signals. Specifically, the paper investigates how the individual strength of a marketplace signal varies as a function of whether consumers are exposed to that signal alone or in combination with another signal.

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References

1970The Market for "Lemons": Quality Uncertainty and the Market Mechanism 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1970Information and Consumer Behavior 1997Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces 2000No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality 2005Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study 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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