Consumer Reliance On Intrinsic And Extrinsic Cues In Product Evaluations: A Conjoint Approach
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Keywords
consumer reliance, intrinsic cues, extrinsic cues, product evaluations, product familiarity, price reliance schema
Abstract
Based on conjoint analysis technique, this study investigates how consumers utilize intrinsic and extrinsic cues in determining the quality of a product. The focus is on the effects of consumer individual difference variables on the relative importance of such product cues. The results show that product familiarity, enduring involvement, and price-reliance schema have a significant influence on consumer utilization of extrinsic cues. The implication of the results are discussed.
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