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Consumer Behavior: Product Characteristics and Quality Perception

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  • Pires Gonçalves, Ricardo

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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Bibliographic 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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Keywords: Consumer; Behavior; Quality Perception; Label; Color; Shape;

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  1. Heroux, Lise & Laroch, Michel & McGown, K. Lee, 1988. "Consumer product label information processing: An experiment involving time pressure and distraction," Journal of Economic Psychology, Elsevier, vol. 9(2), pages 195-214, June.
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  3. de Mello, Luiz & Pires Gonçalves, Ricardo, 2008. "Message on a Bottle: Colours and Shapes in Wine Labels," MPRA Paper 13122, University Library of Munich, Germany.
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