The Accuracy-Enhancing Effect of Biasing Cues

    Authors

    W. Vanhouche;S. M. J. Van Osselaer

    Comments

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    Abbreviated Journal Title

    J. Consum. Res.

    Keywords

    PRICE-QUALITY INFERENCE; MEANINGLESS DIFFERENTIATION; PRODUCT; EVALUATIONS; BRAND; INFORMATION; JUDGMENTS; COVARIATION; EXPERIENCE; ATTRIBUTES; UTILITY; Business

    Abstract

    Extrinsic cues such as price and irrelevant attributes have been shown to bias consumers' product judgments. Results in this article replicate those findings in pretrial judgments but show that such biasing cues can improve quality judgments at a later point in time. Initially biasing cues can even yield more accurate judgments than cues that do not bias pretrial judgments and can help consumers after a delay (e.g., at the time of repeat purchase) to determine how much they had liked a product when they tried it before. These results suggest that trying to deceive consumers with the use of biasing cues may induce trial in the short term but may come back to haunt the deceiver at the time of repeat purchase.

    Journal Title

    Journal of Consumer Research

    Volume

    36

    Issue/Number

    2

    Publication Date

    1-1-2009

    Document Type

    Article

    Language

    English

    First Page

    317

    Last Page

    327

    WOS Identifier

    WOS:000269564200013

    ISSN

    0093-5301

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