The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency

  • Miyazaki A
  • Grewal D
  • Goodstein R
  • 176


    Mendeley users who have this article in their library.
  • 161


    Citations of this article.


Building on past research, this article illustrates when a price-quality relationship holds in the presence of multiple extrinsic cues. When intrinsic information is scarce, the relationship is more pronounced when a positive price cue is paired with a positive second cue (e.g., strong warranty, positive country of origin, or strong brand). When the two cues are inconsistent, consumers find the negative cue more salient and overweight it in their evaluations. This interaction is moderated by the presence of abundant levels of intrinsic attribute information. Our predictions are replicated across five studies, and the underlying process is supported.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Anthony D. Miyazaki

  • Dhruv Grewal

  • Ronald C. Goodstein

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free