When consumers are unable to judge the quality of a product through examination or prior experience, they usually do which of the following?
A) Make a price-quality inference.
B) Depend on an internal reference price.
C) Assess the fair price.
D) Experience an assimilation effect.
E) Experience a price-placebo effect.

Question

Quizplus · Accepted Answer

When consumers cannot assess the quality of a product through examination or prior experience, they often use price as an indicator of quality. This is known as the price-quality inference.

When Consumers Are Unable to Judge the Quality of a Product