Consumer Reliance On Intrinsic And Extrinsic Cues In Product Evaluations: A Conjoint Approach

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.