When consumers evaluate concrete attributes of a product, such as performance and durability, they rely less on price and brand name as indicators of quality than when they evaluate the product's prestige and symbolic value.

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When consumers focus on concrete attributes like performance and durability, they tend to base their quality assessment on these tangible aspects rather than on abstract indicators like price and brand name. In contrast, for products where prestige and symbolic value are important, consumers are more likely to use price and brand name as proxies for quality.

When Consumers Evaluate Concrete Attributes of a Product, Such as Performance