Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations
Abstract
The authors report a study of the effects of price, brand, and store information on buyers’ perceptions of product quality and value, as well as their willingness to buy. Hypotheses are derived from a conceptual model positing the effects of extrinsic cues (price, brand name, and store name) on buyers’ perceptions and purchase intentions. Moreover, the design of the experiment allows additional analyses on the relative differential effects of price, brand name, and store name on the three dependent variables. Results indicate that price had a positive effect on perceived quality, but a negative effect on perceived value and willingness to buy. Favorable brand and store information positively influenced perceptions of quality and value, and subjects’ willingness to buy. The major findings are discussed and directions for future research are suggested.
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Certification programs, including organic, cruelty-free, and sustainable certifications, empower consumers to identify products that meet specific standards and align with their principles.
“Certification programs have emerged as powerful tools of consumer empowerment (155). These programs, which include organic, cruelty-free, and sustainable certifications, empower consumers to identify products that meet specific standards and align with their principles.”
From The dark side of beauty: an in-depth analysis of the health hazards and toxicological impact of synthetic cosmetics and personal care products (2024) · cites this paper as [155]
Purchase intention was measured using five items adapted from Dodds et al. (1991), reflecting consumers' intentions to purchase products recommended by social media influencers.
“Finally, purchase intention (PI) was measured using five items adapted from Dodds et al. (1991), reflecting consumers' intentions to purchase products recommended by social media influencers.”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Dodds et al., 1991
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- Authors
- Dodds, W. B., Monroe, K. B., & Grewal, D.
- Affiliations
- Boston College (US)
- Virginia Tech (US)
- University of Miami (US)
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1991-08
- Volume
- 28
- Issue
- 3
- Pages
- 307-319
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2017679397
- Cited by
- 5,853
- References
- 1
- Citations by year
- 2026: 203 · 2025: 326 · 2024: 328 · 2023: 390 · 2022: 321 · 2021: 351 · 2020: 333 · 2019: 293 · 2018: 276 · 2017: 276 · 2016: 269 · 2015: 325 · 2014: 315 · 2013: 246 · 2012: 258
- FWCI
- 27.20
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- price information, brand information, product evaluation, perceived product quality, perceived value, purchase intention, consumer perception
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