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Money Talks: Perceived Advertising Expense and Expected Product Quality

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  • Kirmani, Amna
  • Wright, Peter

Abstract

Does the perceived expense of a new product's advertising campaign influence expectations about the product's quality? This article conceptualizes the process by which perceived advertising expense acts as a cue to quality. Results from six experiments indicate that under some conditions, knowledge of cost-related campaign elements can evoke advertising expense inferences the influence quality predictions, and these inferences may be spontaneous. Copyright 1989 by the University of Chicago.

Suggested Citation

  • Kirmani, Amna & Wright, Peter, 1989. "Money Talks: Perceived Advertising Expense and Expected Product Quality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 344-353, December.
    • Handle: RePEc:oup:jconrs:v:16:y:1989:i:3:p:344-53
    DOI: 10.1086/209220
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