Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality
通过1564名购物者对五种产品的实验，研究发现消费者对商店品牌质量的评价主要受外在线索而非内在特征驱动，并指出零售商采用性价比导向可能不是最优策略，建议转向质量导向。
The authors examine the relative importance of extrinsic versus intrinsic cues in determining perceptions of store brand quality in an experiment using a sample of 1564 shoppers for five products. Results of the experiment suggest that consumers’ evaluations of store brand grocery items are driven primarily by the extrinsic cues that these products display rather than intrinsic characteristics. In addition, the authors found that a value for money orientation taken by retailers in the marketing of their private label lines may represent a suboptimal strategy; they recommend a quality orientation.