Research Insight 7.1

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Völckner, F. and Hofmann, J. (2007), ‘The price-perceived quality relationship: a meta-analytic review and assessment of its determinants’, Marketing Letters, 18(3), 181–96.

Abstract: The authors conducted a meta-analysis of study results on the price-perceived quality relationship published from 1989 to 2006. The findings show that the price effect on perceived quality has decreased. Furthermore, the price–quality relationship is stronger in studies that use a within-subjects design, investigate higher priced products, and use samples from European countries but weaker for services, durable goods, and respondents who are familiar with the product. A striking null result indicates that the number of cues does not affect the price-perceived quality relationship significantly.

Insight: This article uses a meta-analytic approach to evaluate various studies performed between 1989 and 2006 to provide evidence that there is an increasingly weakening relationship between price and perceived quality.

URL: http://link.springer.com/article/10.1007/s11002-007-9013-2