When Biasing Cues Improve Vs. Bias Quality Judgments

Wouter Vanhouche, Lessius University College, Belgium
Stijn van Osselaer, Erasmus University Rotterdam, The Netherlands
Consumers correctly learn to avoid low quality products that are priced high. Yet, they refrain from abandoning the idea that high price is a strong positive indicator in the category. A series of three studies suggests that consumers may use different processes to judge the quality of products they have versus have not tried before.
[ to cite ]:
Wouter Vanhouche and Stijn van Osselaer (2011) ,"When Biasing Cues Improve Vs. Bias Quality Judgments", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.