On Consumer Beliefs about Quality and Taste
Abstract
Marketers and researchers alike typically regard products as differentiated by quality (modeled via vertical differentiation) or taste (modeled via horizontal differentiation). This research examines consumer beliefs about product differentiation. For a wide variety of product pairs, different consumers hold divergent beliefs about whether each pair is a matter of quality (such that one product is objectively better) or taste (such that one...
Paper Details
Title
On Consumer Beliefs about Quality and Taste
Published Date
Oct 24, 2016
Journal
Pages
ucw065 - ucw065
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Notes
History