Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality.
A) surrogate
B) proxy
C) primary
D) substitute
E) secondary

Question

Quizplus · Accepted Answer

A consumer might infer that because a product has a relatively high price, it must also be high quality.

Sam Is a Retiree with Considerable Resources, So He Doesn't