Effect of pricing on perception of product quality

Abstract

INVESTIGATED WHETHER THE PRICE OF A PRODUCT OR BRAND WAS A DETERMINANT OF S'S PERCEPTION OF THE QUALITY OF THE PRODUCT, 60 BEER-DRINKING ADULTS MADE 24 SELECTIONS FROM 3 BRANDS OF BEER OVER A PERIOD OF 8 WK. SS WERE FREE TO CHOOSE WHICHEVER BRAND THEY WISHED. BRAND NAMES WERE CONSONANT LETTERS OF THE ALPHABET, AND THE PRODUCT WAS IDENTICAL FOR ALL 3 BRANDS. THE ONLY REAL VARIABLE WAS PRICE. ANALYSES INDICATED THAT S'S PERCEPTION OF THE QUALITY OF THE BEER WAS SIGNIFICANTLY AFFECTED BY THE PRICE CUE SUPPLIED. (PsycInfo Database Record (c) 2025 APA, all rights reserved)