Money Talks: Perceived Advertising Expense and Expected Product Quality

  • Kirmani A
  • Wright P
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Abstract

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 cam- paign elements can evoke advertising expense inferences that influence quality predictions, and these inferences may be spontaneous

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Authors

  • Amna Kirmani

  • Peter Wright

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