The purpose of the study was to investigate the respective influences of price and country of origin as extrinsic cues on consumer evaluations of wine quality when all intrinsic cues are experienced through sensory perception. Taste testing experiments were conducted (N = 263) using Chardonnay as the test product in a 3 (country of origin, COO) × 3 (price) × 3 (acid level) conjoint analysis fractional factorial design. Price and COO were both found to be more important contributors to perception of wine quality than taste. Reliance on extrinsic cues was found to remain extremely robust even when all intrinsic cues were available through sensory experience for respondent evaluation. The research demonstrated that even when evaluating a product through consumption, consumer belief in the price/value schema dominates quality assessment. These findings mean that marketers cannot assume that intrinsic product attributes, even when experienced, will be weighted and interpreted accurately by consumers. The research significantly advances our understanding of consumers' use of extrinsic cues (price and COO specifically), and their respective influence in their determination of both expected and experienced quality. (JEL Classification: Q11, D12, M31)
Article information:To cite this document: Roberta Veale Pascale Quester, (2009),"Tasting quality: the roles of intrinsic and extrinsic cues", Asia (2006),"Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product", British Food Journal, Vol. 108 Iss 8 pp. 646-662 http:// dx.If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to investigate the respective influences of price and country of origin (COO), as extrinsic cues, on consumer evaluations of product quality when all intrinsic cues are experienced through sensory (taste) perception. Design/methodology/approach -Taste-testing experiments were conducted (n ¼ 263) using Brie cheese as the test product and a 3(COO) Â 3(price) Â 3 (fat content) conjoint analysis fractional factorial design. Findings -Price was clearly found to be the most important attribute contributing to perception of Brie quality, followed by fat content. COO also exerted a substantial influence on respondents' evaluation. In the case of this sensory experiment, reliance on the extrinsic cues tested was found to remain extremely robust even when all intrinsic cues (through sensory experience) were available for respondent evaluation when objective product quality was manipulated to three differing levels.Research limitations/implications -The research presents a number of limitations. Convenience sampling was employed, limiting one's ability to generalize results. Further, the use of conjoint analysis for taste-testing experiment methodology is limited, particularly with a sample of this size with objective quality manipulations that are quantified and precise. A laboratory environment is also a limitation.Practical implications -The research demonstrated that, even when evaluating a relatively low involvement product, consumer belief in the price value schema dominates quality assessment. These findings mean that marketers cannot assume that intrinsic product attributes, even when experienced, will be interpreted or used accurately when evaluated by consumers. Hence results provide an illustration to managers of the importance of ensuring that consumers take the intended meaning from communicated intrinsic cues in particular. Originali...
Organizational crises can have devastating consequences to reputation, an important, intangible asset that can threaten an organization's long term viability. Therefore, choosing post-crisis communication responses mitigating negative consumer, public and stakeholders’ perceptions are critical to managing corporate reputation. This exploratory, Australian based research tests crisis responses across the continuum of ‘defensive’ and ‘accommodative’ alternatives. Findings indicate that highly accommodating responses lead to significantly higher impressions of the organization and trust levels indicating less reputational damage. Conversely, the highly defensive strategy of denial indicated reputational damage had occurred. Surprisingly, a ‘neutral’ response strategy (no comment), a moderate ‘accommodative’ strategy (apology), and a moderate ‘defensive’ strategy (excuse) did not result in significantly different consumer impressions of, or trust in, the organization. Results indicate Australian perceptions of highly accommodative and highly defensive strategies are consistent with results found internationally. However, findings challenge existing literature and assumptions regarding affects of different crisis response strategies, suggesting it may be feasible to make no comment, rather than defend or apologize, if desired providing new insight into crisis responses strategy options available to managers.
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