The present study examined (a)the effect of product characteristics and brand name on shoppers' evaluations of apparel quality and price and (b) the effect of consumer decision-making style on evaluations. One hundred sixty four mall shoppers evaluated the quality and price of one of three experimental shirts which were identical exceptfor brand labels. Brand labels had been manipulated so that each shirt contained a private, national, or designer label. Brand name did influence shoppers perceptions of price but not of quality. Consumers' decision-making style was found to influence perception of price.
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