Worse than Bad: Inferences About Product Quality from Memory View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2016

AUTHORS

Yvetta Simonyan , Daniel G. Goldstein

ABSTRACT

Could brands associated with mostly negative information–those with poor reputations–be perceived as superior to unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavy weight on brand recognition. To investigate this question, the authors study consumers’ inferences about brand quality in five domains. Results suggest that brands associated with predominantly negative information are indeed perceived as of higher quality than unrecognized brands. In addition, when consumer inferences are predicted based on different memory cues, the frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality of this strategy by studying the relationship between expert-judged quality and consumer knowledge. More... »

PAGES

615-615

Book

TITLE

Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

ISBN

978-3-319-11814-7
978-3-319-11815-4

Author Affiliations

Identifiers

URI

http://scigraph.springernature.com/pub.10.1007/978-3-319-11815-4_185

DOI

http://dx.doi.org/10.1007/978-3-319-11815-4_185

DIMENSIONS

https://app.dimensions.ai/details/publication/pub.1029896559


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