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Consumer Behavior: Product Characteristics and Quality Perception

Author

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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.

Suggested Citation

  • Pires Gonçalves, Ricardo, 2008. "Consumer Behavior: Product Characteristics and Quality Perception," MPRA Paper 11142, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:11142
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    File URL: https://mpra.ub.uni-muenchen.de/11142/1/MPRA_paper_11142.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Consumer; Behavior; Quality Perception; Label; Color; Shape;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior

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