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A model of the moderating effects of prior knowledge, level of education and income level on the use of extrinsic quality cues on consumers' quality assessments

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  • Alejando Zegarra SaldaÃ’a
  • Corina Negru

Abstract

The present study follows Steenkampís relativistic concept on the effects of personal variables on the relationship between extrinsic cues and perceived quality. It aims to discuss the moderating effects of prior knowledge, level of education, and income level on the use of price, brand name, warranty, country of origin, and advertising on consumersí quality assessments. A theoretical framework is proposed and several hypotheses are formulated.

Suggested Citation

  • Alejando Zegarra SaldaÃ’a & Corina Negru, 2005. "A model of the moderating effects of prior knowledge, level of education and income level on the use of extrinsic quality cues on consumers' quality assessments," Investigación & Desarrollo, Universidad Privada Boliviana, vol. 1(1), pages 121-128.
    • Handle: RePEc:iad:wpaper:0305
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    References listed on IDEAS

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    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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