Consumer Behavior: Product Characteristics and Quality Perception
AbstractConsumers rely on signals, both extrinsic and intrinsic attributes, to solve their asymmetric information problem regarding product quality. In this study an experiment is designed to evaluate how consumers assess quality perception in terms of specific product characteristics, namely colors and shapes in product labels. According to the cue consistency theory, the prediction is that multiple sources of information are more useful when they provide corroborating information than when they offer disparate conclusions. In this sense, particular colors and shapes combinations which are consistent are expected to enhance consumers´ product quality perception, while other combinations that are inconsistent will decrease it.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 11142.
Date of creation: Sep 2008
Date of revision:
Consumer; Behavior; Quality Perception; Label; Color; Shape;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-10-21 (All new papers)
- NEP-CSE-2008-10-21 (Economics of Strategic Management)
- NEP-MKT-2008-10-21 (Marketing)
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