Alejandro Zegarra, Corina Negru


The present study follows Steenkamp’s relativistic concept on the effects of personal variables on the relationship between extrinsic cues and perceived quality. It aims to discuss the moderating effects of prior knowledge, level of education, and income level on the use of price, brand name, warranty, country of origin, and advertising on consumers’ quality assessments. A theoretical framework is proposed and several hypotheses are formulated.

Palabras clave

Perceived Quality, Extrinsic Quality Cues, Intrinsic Quality Cues

Texto completo:



V. A. Zeithaml. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, vol. 52, July 1988, pp. 2-22.

J-B. E. M. Steenkamp. Product Quality: An Investigation into the Concept and How It Is Perceived by Consumers, The Netherlands: Van Gorcum, 1989.

P. A. Herbig and B.S. O’Hara, “Quality is in the eye of the beholder,” Journal of Professional Services Marketing, vol. 10, no. 2, 1994, pp. 19-33.

J. C. Olson and J. Jacoby. Cue Utilization on the Quality Perception Process, M. Venkatesan (ed.) Proceedings of the third annual conference of the Association for Consumer Research, 1972, pp.167-179. Iowa City: Association of Consumer Research.

E. Gerstner. “Do Higher Prices Signal Higher Quality?” Journal of Marketing Research, vol. 22, May 1985, pp. 209-215.

A. R. Rao and K. B. Monroe. “The Effect or Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An integrative Review,” Journal of Marketing Research, vol. 26, August 1989, pp. 351-357.

J. B. Gotlieb and S. Dan. “The Influence of Type of Advertisement, Price, and Source Credibility on Perceived Quality,” Journal of the Academy of Marketing Science, vol. 29, no. 3, 1992, pp. 253-260.

J. Srivastava and A. Mitra. “Warranty as a Signal of Quality: The Moderating effect of Consumer Knowledge on Quality Evaluations,” Marketing Letters 9:4, 1998, pp. 327-336.

D. Lee and C. Schaninger. Country of production/assembly as a new country of image construct: a conceptual application to global transplant decision, Advance in International Marketing, vol. 7, 1996, pp. 233-54 in Al-Sulaiti Khalid I. and Baker Michael J. "Country of origin effects: a literature review", Marketing Intelligence & Planning, 16/3 1998 150-199.

D. J. Curry and P.C. Riesz. “Prices and Price/Quality Relationship: a Longitudinal Analysis,” Journal of Marketing, vol. 52, January 1988, pp. 36-51.

K. B. Monroe and R. Krishnam. The effect of price and subjective product evaluations, J. Jacoby and J.C. Olson (eds.), Perceived Quality, Lexington: Lexington Books, 1985, pp. 209-232.

R. K. Teas and S. Agarwal. “The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value,” Journal of the Academy of Marketing Science, vol. 28, no. 2, 2000, pp. 278-290.

W. B. Dodds et al. “Effect of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, vol. 25, 1991, pp. 305-319.

A. Kirmani and P. Wright. “Money Talks: Perceived advertising expense and expected product quality,” Journal of Consumer Research, vol. 16, 1989, pp. 344-353.

A. Kirmani. “Advertising Repetition as a Signal of Quality: If It’s Advertised so Often, Something Must Be Wrong,” Journal of Advertising, vol. 26, 1997, pp. 77-86.

D. N. P. Murthy and I. Djamaludin. “New Product Warranty: A Literature Review,” International Journal of Production Economics, vol. 79, 2002, pp. 231-260.

C. A. Kelley. “An investigation of Consumer Product Warranties as Market Signals of Product Reliability,” Journal of the Academy of Marketing Science, vol. 16, 1988, pp. 72-78.

W. Boulding and A. Kirmani. “A consumer-Side Experimental Examination of Signalling Theory: Do consumers Perceive Warranties as Signals of Quality?” Journal of Consumer Research, vol. 20, June 1993, pp.111-123.

W. O. Bearden and T. A. Shimp. “The use of Extrinsic Cues to Facilitate Product Adoption,” Journal of Marketing Research, vol. 19, May 1982, pp.229-239.

M. Hastak and Sung-Tai Hong. “Country of origin Effects on Product Quality Judgments: An Information Integration Perspective,” Psychology and Marketing, vol. 8, 1991, pp. 129-143.

J. R. Darling and A. R. Danny. “Foreign Consumers’ Perspective of the Products and Marketing Practices of the United States versus Selected European Countries,” Journal of Business Research, vol. 17, 1988, pp. 237-248.

P. Chao. “Partitioning country of origin effects: consumer evaluations of a hybrid product,” Journal of International Business Studies, vol. 24, no. 2, 1993, pp. 291-306.

C. M. Han and V. Terpstra. “Country of Origin Effects for Uni-national and Bi-national Products,” Journal of International Business Studies, vol. 19, 1988, pp. 235-255.

A. R. Rao and K. B. Monroe. “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Journal of Consumer Research, vol. 15, September 1988, pp.253-264.

E. J. Johnson and J. E. Russo. “Product Familiarity and Learning New Information,” Journal of Consumer Research, vol. 11, June 1984, pp.542-550.

C. W. Park and V. P. Lessig. “Familiarity and its Impact on Consumer Biases and Heuristics,” Journal of Consumer Research, vol. 8, September 1981, pp.223-230.

S. Moorthy and H. Zhao. “Advertising Spending and Perceived Quality,” Marketing Letters 11:3, 2000, pp. 221-233.

I. Al-Sulaiti Khalid and J. Baker Michael. “Country of origin effects: a literature review,” Marketing Intelligence & Planning, 16/3, 1998, pp. 150-199.

W. Bailey and S. Pineres. “Country of Origin Attitudes in Mexico: The Malinchismo Effect,” Journal of International Consumer Marketing, vol. 9, no. 3, 1997, pp. 25-41.

J. L. Khachaturian and M. A. Morganosky. “Quality Perceptions by Country of Origin,” Int. Journal of Retail & Distribution Management, vol. 18, no. 5, 1990, pp.21-30.

T. Erden and J. Swait. “Brand Equity as a Signalling Phenomenon,” Journal of Consumer Psychology, vol. 7, 1998, pp. 131-158.

M. Brucks. “A typology of Consumer Knowledge Content,” Advances in Consumer Research, vol. 13, ed. Richard J. Lutz, Provo, UT: Association for Consumer Research, 1986, pp. 58-63.

Enlaces refback

  • No hay ningún enlace refback.

Resumen : 343

Copyright (c) 2018 Revista Investigación & Desarrollo

Licencia de Creative Commons
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.