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Marketers frequently adopt a “high quality, low price” appeal in advertisements. However, the price–quality inference theory implies that this contextual appeal may not be well-accepted by consumers because it contains twoPublished in: Journal of Promotion Management · 2015Authors: Miyuri ShiraiAffiliation: Yokohama National UniversityAbout: Need for cognition
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The introduction of a high-priced, low-quality brand would attract type 3 consumers. Type 3 consumers would be attracted to the new brand because they would incorrectly associate the new brand's high price with a high level of the quality. We see from equation (8) that a decrease in n3 results in a lower quality for the new brand.Published in: Advances in Consumer Research · 1984Authors: Steven M ShuganAffiliation: University of Chicago
14/11/2012· Whether a shopper views a low price as an indication of shoddy quality or good value depends on many factors. A high product price,
Depending on which naive theory consumers use, a low price can indicate either good value or low quality, whereas a high price may imply either poor value or high quality, according to a new study in the Journal of Consumer Research.
Depending on which naive theory consumers use, a low price can indicate either good value or low quality, whereas a high price may imply either poor value or high quality, according to a new study. Share:
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