A Test of the Underlying Processes of the Price-Induced Quality PerceptionA Test of the Underlying Processes of the Price-Induced Quality Perception
- Other Titles
- A Test of the Underlying Processes of the Price-Induced Quality Perception
- Authors
- 석관호
- Issue Date
- 2008
- Publisher
- 한국마케팅과학회
- Keywords
- Consumer and buyer behavior
- Citation
- Journal of Global Scholars of Marketing Science(마케팅과학연구), v.18, no.2, pp.43 - 58
- Indexed
- KCI
- Journal Title
- Journal of Global Scholars of Marketing Science(마케팅과학연구)
- Volume
- 18
- Number
- 2
- Start Page
- 43
- End Page
- 58
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/125022
- ISSN
- 2163-9159
- Abstract
- It is well known that consumer’s quality perception is strongly affected by price. Higher priced products
tend to be perceived to have better quality than lower priced products although the objective product quality
is the same. However, it is less known the process through which quality perception is affected by price
cues. The existing literature suggests three potential hypotheses (i.e., the selectiveprocessing hypothesis, the
selective interpretation hypothesis, and the representativeness heuristic hypothesis) that explain the underlying
processes of the price-induced quality perception. The current research tests among the three competing
hypotheses and also examines the role of consumer knowledge as a moderating factor.
An experiment was conducted to test the moderating role of the knowledge in the price-quality
relationship and to investigate the underlying process. The results indicate that theinfluence of price on
perceived quality differs between novices and experts. Expert consumers’quality perception is not significantly
influenced by price and this finding is consistent with the extant literature. On the other hand, novice
consumers’ quality perception is affected by price and the tests on the underlying process support for the
representativeness heuristic hypothesis. Novice consumers assess that a high-priced brand should have
good product quality due to the belief that high (low) price brands represent better (worse) brand quality
and such a representativeness heuristic occurs without involving selective attention or selective interpretation
price-consistent information.
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