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

摘要

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.