Consumer Behavior: Product Characteristics and Quality Perception

Ricardo de Borobia Pires Gonçalves

MPRA Paper from University Library of Munich, Germany

Abstract: 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.

Keywords: Consumer; Behavior; Quality Perception; Label; Color; Shape (search for similar items in EconPapers)
JEL-codes: C91 M31 (search for similar items in EconPapers)
Date: 2008-09
New Economics Papers: this item is included in nep-cse and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/11142/1/MPRA_paper_11142.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:11142

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().