Using a sample of 872 shoppers and data for 14 products, tests the degree to which extrinsic cue reliance differs between “store brand” versus “non‐store brand” prone consumers. Results indicate that store brand prone consumers exhibit significantly less reliance on extrinsic cues in quality assessment. Reliance on brand name had an especially strong effect in forming taste expectations. Price reliance had a marked effect in determining perceptions of quality and reliability of ingredients. Discusses the implications for management.
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