Social and Behavioral Sciences Commons^™

Warranty And Price As Quality Signals: The Effect Of Signal Consistency And Unexpectedness On Product Perception, Sultan Alaswad Alenazi

Theses and Dissertations in Business Administration

This dissertation investigates the effect of signal consistency/inconsistency and signal unexpectedness on a consumer's evaluation of a product. It consists of two studies. Study One examines the effect of signal consistency/inconsistency on product quality, where consistent signals are those of the same valance. Prior research has found that a positive cue not only was unable to improve product quality perception, but also had a negative effect on perceived quality when a positive cue was combined with a negative one. The results of Study One indicate that when signals are inconsistent, consumers engage in an attribution process to explain inconsistency. If …