The Effect of Choice Criterion on Quality Cue Utilization
This study examines how consumers use quality cue to make choices over unobservable product quality. Based on the proposed dual process model, the present data indicate that the type of unobservable product attribute applied as choice criterion determines the type of quality cues used to infer quality.
Sun-May Leong and Md. Nor Othman (2012) ,"The Effect of Choice Criterion on Quality Cue Utilization", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 312-315.
Sun-May Leong, Monash University
Md. Nor Othman, University of Malaya
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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