Abstract
This study experimentally investigated the effects on product ratings of both overstatement and understatement of product quality. Results support common marketing practice in that overstatement resulted in more favorable ratings and understatement resulted in less favorable ratings.
Keywords
Product (mathematics)Quality (philosophy)MarketingPerceived qualityPsychologyBusinessAdvertisingMathematicsPurchasing
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Publication Info
- Year
- 1972
- Type
- article
- Volume
- 9
- Issue
- 1
- Pages
- 19-21
- Citations
- 252
- Access
- Closed
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Cite This
Richard W. Olshavsky,
John A. Miller
(1972).
Consumer Expectations, Product Performance, and Perceived Product Quality.
Journal of Marketing Research
, 9
(1)
, 19-21.
https://doi.org/10.1177/002224377200900105
Identifiers
- DOI
- 10.1177/002224377200900105