Pires Gonçalves, Ricardo (2008): Consumer Behavior: Product Characteristics and Quality Perception.
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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.
|Item Type:||MPRA Paper|
|Original Title:||Consumer Behavior: Product Characteristics and Quality Perception|
|Keywords:||Consumer, Behavior, Quality Perception, Label, Color, Shape|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
C - Mathematical and Quantitative Methods > C9 - Design of Experiments > C91 - Laboratory, Individual Behavior
|Depositing User:||Ricardo de Borobia Pires Gonçalves|
|Date Deposited:||16. Oct 2008 14:55|
|Last Modified:||11. Feb 2013 22:01|
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