When Does Expensive Food Taste Better? Top-Down and Bottom-Up Processing in Price-Quality Inferences

Manoj Thomas, Cornell University, USA
Vicki Morwitz, New York University, USA
Leonard Lodish, University of Pennsylvania, USA
Jin Seok Pyone, Cornell University, USA
Three experiments and a field study examined when and how a restaurant’s menu price affects perceived food quality. Results show that consumers can make quality inferences using two distinct types of cognitive processes: a top-down process based on prototype resemblance or a bottom-up process based on beliefs about price-quality correlation.
[ to cite ]:
Manoj Thomas, Vicki Morwitz, Leonard Lodish, and Jin Seok Pyone (2011) ,"When Does Expensive Food Taste Better? Top-Down and Bottom-Up Processing in Price-Quality Inferences", 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.