search query: @author Srivastava, J. / total: 4
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| Author: | Srivastava, J. Mitra, A. |
| Title: | Warranty as a signal of quality: The moderating effect of consumer knowledge on quality evaluations |
| Journal: | Marketing Letters
1998 : NOV, VOL. 9:4, p. 327-336 |
| Index terms: | Consumers Products Theories Quality Manufacturing |
| Freeterms: | Product warranty Signaling theory Extrinsic cues Manufacturer reputation |
| Language: | eng |
| Abstract: | Prior research has shown that consumers use warranties as a signal of quality. The article explores whether prior knowledge moderates consumers' utilization of warranty information in evaluating product quality. In particular, it is examined how prior knowledge impacts the relative use of warranty information when consumers are already aware of firm reputation. It is found that the extent to which warranty information is used in quality evaluations varies with prior knowledge. Results of two experiments are reported in the article. |
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