Intrinsic versus extrinsic cues as determinants of perceived product quality.

Tested a portion of J. C. Olson's cue model which hypothesizes that, other things equal, intrinsic cues (e.g., physical product differences) will be stronger determinants of perceived-quality judgments than will extrinsic cues (e.g., price or store image). 90 female undergraduates were randomly assigned to the conditions of a 2 * 3 * 3 (Price * Store Image * Hosiery Product Samples) analysis of variance with repeated measures on the intrinsic factor. Results support the hypothesis; omega-square values revealed that 73% of the total variance was due to intrinsic product sample differences. Additionally, the hypothesis that perceived worth would be more strongly related to stated purchase intentions than would perceived quality was supported. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Effects of different levels of integration on advertising preference and intention to purchase.

90 black and 90 white male undergraduates evaluated 6 proposed advertisements in terms of attractiveness and likelihood of purchase of the product advertised. The advertisements differed in the degree of racial integration depicted, which was operationally defined by a 5-point continuum ranging from 0 whites and 4 blacks (0W-4B) to 4 whites and 0 blacks (4W-0B). The hypothesis that young blacks react negatively to integrated ads depicting tokenism (e.g., 3 whites to 1 black) and positively to ads depicting equality (e.g., 2 whites to 2 blacks) was supported with each of the dependent measures. (20 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

A situational influence on the relationship of a consumer attribute to new-product attractiveness.

Examined both the effects of a situational influence and a personal attribute on new-product attractiveness. The hypothesis that fashion-opinion leaders, relative to nonleaders, would find new fashions having limited distribution more attractive than new fashions having extended distribution was confirmed in a sample of 90 female Ss. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Components of perceived risk in product purchase: A cross-validation.

Considers that previous investigations of perceived risk have used different components to estimate the consequence of overall perceived risk. A study by J. Jacoby and L. Kaplan in 1972 incorporated all these components and determined which of the components best predicted overall perceived risk for 12 product categories. The present study cross-validated the earlier results. 104 undergraduates evaluated the physical, psychological, social, financial, performance, and overall perceived risk associated with the purchase of 12 products. Jacoby and Kaplan's prediction equations were applied to the data to obtain predicted overall perceived risk values for all products. Results of the cross-validation reflect very high agreement with the earlier data, in that overall perceived risk can be fairly well predicted with the 5 types of consequences, performance consequences are most predictive of overall perceived risk, and similar types of products possess similar risk-consequences hierarchies. (PsycINFO Database Record (c) 2010 APA, all rights reserved)