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: M31 C91 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-cse and nep-mkt
Date: 2008-09
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Persistent link: http://EconPapers.repec.org/RePEc:pra:mprapa:11142

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