Normal view MARC view

The Signaling impact of low introductory price on perceived quality and trial

Author: Dawar, Niraj ; Savary, MiklosINSEAD Area: MarketingIn: Marketing letters, vol. 8, no. 3, 1997 Language: EnglishDescription: p. 251-259.Type of document: INSEAD ArticleNote: Please ask the Library for this articleAbstract: Economic signaling theory suggests that consumers interpret price within the context of market conditions. Under specific conditions it predicts that low price may signal high quality. Results from an experiment designed to test the behavioral assumptions underlying this prediction indicate that consumers intentions to purchase conform to the predictions of economic signaling theory, but their judgements of product quality do not. The results suggest that consumers' response to signals may be more complex than previously shown
Tags: No tags from this library for this title. Add tag(s)
Log in to add tags.
Item type Current location Call number Status Date due
INSEAD Article Doriot Library
Available

Please ask the Library for this article

Economic signaling theory suggests that consumers interpret price within the context of market conditions. Under specific conditions it predicts that low price may signal high quality. Results from an experiment designed to test the behavioral assumptions underlying this prediction indicate that consumers intentions to purchase conform to the predictions of economic signaling theory, but their judgements of product quality do not. The results suggest that consumers' response to signals may be more complex than previously shown

Digitized

There are no comments for this item.

Log in to your account to post a comment.
Koha 3.18 - INSEAD Library Catalogue
Library Home | Contact Us | What's Koha?