Healthy Skepticism Library item: 13292

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Miyazaki AD, Grewal D, Goodstein RC.
The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency
Journal of Consumer Research 2005 Jun; 32:(1):146
http://www.journals.uchicago.edu/doi/abs/10.1086/429606

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.