Consumer Reliance on Intrinsic and Extrinsic Cues in Product Evaluations

Abstract

Based on conjoint analysis technique, this study investigates how consumers utilize intrinsic and extrinsic cues in determining the quality of a product. The focus is on the effects of consumer individual difference variables on the relative importance of such product cues. The results show that product familiarity, enduring involvement, and price-reliance schema have a significant influence on customer utilization of extrinsic cues. The implications of the results are discussed.