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Consumer Behavior: Product Characteristics and Quality Perception

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Author Info
Pires Gonçalves, Ricardo

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Abstract

Consumers 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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File URL: http://mpra.ub.uni-muenchen.de/11142/
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Publisher Info
Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 11142.

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Date of creation: Sep 2008
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Handle: RePEc:pra:mprapa:11142

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Related research
Keywords: 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:

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