Selectively overestimating the magnitude of the relationship between price and quality can be attenuated when consumers are motivated to consider exceptions to the relationship.

Question

Quizplus · Accepted Answer

When consumers are motivated to consider exceptions to the relationship between price and quality, they may be more likely to notice instances where lower-priced items are of good quality and higher-priced items are of poor quality, thus attenuating their tendency to selectively overestimate the magnitude of the relationship between price and quality.

Selectively Overestimating the Magnitude of the Relationship Between Price and Quality