Title

The Accuracy-Enhancing Effect of Biasing Cues

Authors

Authors

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

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

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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