Does Consumer Experience Match Expectations? Predicting the Influence of Price and Country of Origin on Consumer Buyer Behavior

The influence on consumers’ wine quality evaluations of two extrinsic cues (price and country of origin) was investigated in a context when intrinsic cues were experienced through sensory perceptions. We compared these results with those of a survey employing identical intrinsic and extrinsic cues to measure wine quality expectations. In both instances, extrinsic cues contributed more to perceptions of wine quality than did the manipulated intrinsic cue. Hence, marketers cannot assume that intrinsic cues are interpreted accurately by consumers, pre-or post experience. Further, our study shows conjoint analysis to be a reliable means of predicting consumer cue usage.



Citation:

Roberta Veale and Pascale Quester (2009) ,"Does Consumer Experience Match Expectations? Predicting the Influence of Price and Country of Origin on Consumer Buyer Behavior", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 187-187.

Authors

Roberta Veale, University of Adelaide, Australia
Pascale Quester, University of Adelaide



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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