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Healthy Skepticism Library item: 13305

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Rao AR, Monroe KB.
The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality : An Integrative Review.
Journal of Marketing Research 1989 Aug; 26:(3):351-357
http://web.archive.org/web/20080510112957/http://www.marketingpower.com/content17866.php


Abstract:

The authors integrate previous research that has investigated experimentally the influence of price, brand name, and/or store name on buyers’ evaluations of product quality. The meta-analysis suggests that, for consumer products, the relationships between price and perceived quality and between brand name and perceived quality are positive and statistically significant. However, the positive effect of store name on perceived quality is small and not statistically significant. Further, the type of experimental design and the strength of the price manipulation are shown to significantly influence the observed effect of price on perceived quality.

Keywords:
*BRAND name products *PRICES *QUALITY of products *CONSUMER goods *PERCEIVED quality *CONSUMER behavior *EXPERIMENTAL design *COMMERCIAL products *CORRELATION (Statistics) *MATHEMATICAL models

 

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What these howls of outrage and hurt amount to is that the medical profession is distressed to find its high opinion of itself not shared by writers of [prescription] drug advertising. It would be a great step forward if doctors stopped bemoaning this attack on their professional maturity and began recognizing how thoroughly justified it is.
- Pierre R. Garai (advertising executive) 1963