The Price/Quality Relationship Revisited: A Segmented Approach Book Chapter

Seaton, FB, Laskey, HA. (2015). The Price/Quality Relationship Revisited: A Segmented Approach . 10-11. 10.1007/978-3-319-13141-2_10

cited authors

  • Seaton, FB; Laskey, HA



  • In their meta-analysis Rao and Monroe (1989) examined fifty-four price-perceived quality relationships. The mean effect size, (eta)2, was a statistically significant 0.12. In a subsequent study Dodds, Monroe and Grewal (1991) noted "… findings suggest that consumers are less likely to rely on the presence of a price-quality relationship for a particular product class in order to rely on the familiar information cues of brand and store name … for higher priced products that are purchased infrequently, the strength of the price cue may be diminished in the presence of other, more well-known cues." The purpose of the current study is to examine the price-perceived quality for the highest-priced of branded consumer products, namely the automobile.

publication date

  • January 1, 2015

Digital Object Identifier (DOI)

start page

  • 10

end page

  • 11