Worse Than Bad: Inferences About Brand Quality Based on Information in Memory
We study inferences about product quality in five consumer domains and find that, surprisingly, brands with poor quality reputation are judged to be of higher quality than unfamiliar brands. To test the ecological rationality of this inference, we investigate whether unfamiliar brands are indeed of lower quality than mediocre brands.
Yvetta Simonyan and Daniel Goldstein (2013) ,"Worse Than Bad: Inferences About Brand Quality Based on Information in Memory", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 318-318.
Yvetta Simonyan, London Business School, UK
Daniel Goldstein, Microsoft Research
E - European Advances in Consumer Research Volume 10 | 2013
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