How consumers process positive and negative product cues
It can be a tough call. Should you get the red car or the black one? The beige interior or grey? Leather or fabric seats? The list goes on and on of the many intrinsic attributes of this new and shiny purchase. In addition, the decision is further complicated by the many extrinsic attributes of a car like warranty and where the car was made. An article in the June 2005 issue of the Journal of Consumer Research suggests that these extrinsic attributes play an important role in how consumers perceive the quality of a given product.
"When intrinsic information is scarce, the relationship is more pronounced when a positive price cue is paired with a positive second cue (e.g., strong warranty, positive country of origin, strong brand). When the two cues are inconsistent, consumers find the negative cue more salient and overweight it in their evaluations. This interaction is moderated by the presence of abundant levels of intrinsic attribute information," found Anthony Miyazaki (Florida International University) and colleagues.
Carrie Olivia Adams | EurekAlert!
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