Consumer Expectations, Product Performance, and Perceived Product Quality
Open Access
- 1 February 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (1) , 19-21
- https://doi.org/10.1177/002224377200900105
Abstract
This study experimentally investigated the effects on product ratings of both overstatement and understatement of product quality. Results support common marketing practice in that overstatement resulted in more favorable ratings and understatement resulted in less favorable ratings.Keywords
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