Relation of price to perception of quality of new products

Abstract

6 groups of 12 construction workers were shown a new product, an electric lunch box, and provided with a printed advertisement that contained heating instructions and price information. 5 different prices were used: $4, $5, $6, $8, and $10, with 1 group of Ss not receiving price information. Ss individually inspected the product and completed (a) 11-point rating scales on advantage, use, and quality; and (b) a questionnaire selecting favorable and unfavorable words to describe the product. Results indicate that a linear regression model significantly fit the scaled responses for the treatments (p < .01) and partially support a significant positive relationship between price and perceived product quality. (PsycInfo Database Record (c) 2025 APA, all rights reserved)