The product quality of two status-oriented brands of carbonated bottled water and of one low-status popularly-priced brand was rated by 24 college students each in brand labeled and unlabeled conditions. The results supported the influence of product image on consumers' judgments of product quality, but it was suggested that the salience of such extrinsic cues might depend on the breadth of the consumers' evaluative frame of reference for judging particular classes of products.
Get full access to this article
View all access options for this article.
References
1.
HansenF.Psychological theories of consumer choice. Journal of Consumer Research, 1976, 3, 117–142.
2.
Perrier: The astonishing success of an appeal to affluent adults.Business Week, 1979. 2569, 64–65.
3.
WoodsideA. G.TaylorJ. L.Consumer purchase intentions and perceptions of product quality and national advertising. Journal of Advertising, 1978, 7, 48–51.
