| Author: | Gier, H. Stich, A. |
| Title: | Sicherheitswert und Vorhersagewert von Qualitätssignalen |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1999 : VOL. 51:1, p. 5-32 |
| Index terms: | PRODUCTS CONJOINT ANALYSIS CONSUMER BEHAVIOUR PRODUCT ATTRIBUTES |
| Language: | ger |
| Abstract: | The present article is concerned with the determinants of the use of extrinsic product attributes as signals of the product quality exemplary for country of origin. A two stage conjoint analysis has been performed and validated to sepa- rate the quality effect from the overall country of origin- effect. As the results of the first experiment show, consu- mers are using an extrinsic attribute as an indicator of quality only if the attribute has a high predictive value as well as a high confidence value. Based on covariation assessment theory a high predictive value of country of origin is the result of prior expectations that high quality technological products can oly be manufactured properly in a few advanced countries. In accordance with theory of infor- mation economics the confidence value is influenced by the perceived verifiability of the signal. |
SCIMA