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| Author: | Kirmani, A. Wright, P. |
| Title: | Money talks: Perceived advertising expense and expected product quality. |
| Journal: | Journal of Consumer Research
1989 : DEC, VOL. 16:3, p. 344-353 |
| Index terms: | CONSUMER BEHAVIOUR MARKETING RESEARCH ADVERTISING EXPENDITURE ADVERTISING RESEARCH QUALITY ASSURANCE |
| Language: | eng |
| Abstract: | Six experiments were conducted to explore the notion that perceived advertising expense operates as an extrinsic quality cue under some conditions. It is examined when and why perceived advertising expense influences quality expectations once it has caught consumers' attention. Several possible explanations are identified. |
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