Which of the following statements is true of the issues that affect consumer judgments?
A) Brand names do not have a significant impact on consumer judgments.
B) Brand names are stronger signals of quality than is price.
C) Brand inertia is often used by consumers as a signal of quality.
D) Unexpected brand names usually lead to decreased product preference.

Question

Quizplus · Accepted Answer

Brand names are often used by consumers as signals of quality, and are considered to be a stronger signal of quality than is price. This is because consumers may associate a particular brand name with certain attributes or characteristics, and may use that association to make judgments about the quality of the product.

Which of the Following Statements Is True of the Issues