Money Talks: Perceived Advertising Expense and Expected Product Quality

Amna Kirmani and Peter Wright

Journal of Consumer Research, 1989, vol. 16, issue 3, 344-53

Abstract: Does the perceived expense of a new product's advertising campaign influence expectations about the product's quality? This article conceptualizes the process by which perceived advertising expense acts as a cue to quality. Results from six experiments indicate that under some conditions, knowledge of cost-related campaign elements can evoke advertising expense inferences the influence quality predictions, and these inferences may be spontaneous. Copyright 1989 by the University of Chicago.

Date: 1989
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:16:y:1989:i:3:p:344-53

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