ISSN:
1355-5855
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Previous research has focused on identifying factors that influence buyers who uses price as a cue to quality. However, little work has been done to explain the theory of association and the psychological processes behind the buyer's price-quality association. This study examines the process from a psychological perspective and examines some antecedent variables in the formation of a price-quality inferential belief. Data is collected for two product categories among a sample of young respondents. Results show that (1) the link between perceptual and inferential belief about the price-quality association is stronger when the perceptual belief is based on direct purchase experience rather than on advertising; (2) buyers that lack direct purchase experience of a product category tends to rely on advertising to form their inferential belief. Implications are discussed, limitations are noted and directions for future research are indicated.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/13555850510672287
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