Association for Consumer Research, Date: 2010/10/07 - 2010/10/10, Location: Jacksonville, Forida (USA)
Publication date:
2010-10-01
Volume:
38
ACR Proceedings
Author:
Vanhouche, Wouter
van Osselaer, Stijn
Abstract:
Consumers correctly learn to avoid low quality products that are priced high. Yet, they refrain from abandoning the idea that high price is a strong positive indicator in the category. A series of three studies suggests that consumers may use different processes to judge the quality of products they have versus have not tried before.