Reference Points Used In Quality And Value Judgements

摘要: We propose that a fundamental difference between quality and value judgments is consumers rely more on internal standards (i.e., information stored in memory) to evaluate brand's external reference brands available the evaluation context) assess value. Since are relatively stable may change across contexts, context-dependent than judgments. In addition, we relative invariance of ratings contextual product will hold only for who familiar with category target brand. To examine underlying mechanisms, an experimental study varies task, comparison brand familiarity uses process tracing methodology.