Does the perceived expense of a new product's advertising campaign influence expectations about the product's quality? This article conceptualizes the process by which perceived advertising expense acts as a cue to quality. Results from six experiments indicate that under some conditions, knowledge of cost-related campaign elements can evoke advertising expense inferences that influence quality predictions, and these inferences may be spontaneous.
CITATION STYLE
Kirmani, A., & Wright, P. (1989). Money Talks: Perceived Advertising Expense and Expected Product Quality. Journal of Consumer Research, 16(3), 344. https://doi.org/10.1086/209220
Mendeley helps you to discover research relevant for your work.