Generally, customers are most likely to rely on the price-quality association when
A) they cannot judge the quality of the product for themselves.
B) the product is a well-known brand.
C) customers can judge the product's quality for themselves.
D) the product is purchased through the use of the Internet.
E) products are being purchased from well-established retailers that are familiar to customers.

Question

Quizplus · Accepted Answer

When customers cannot judge the quality of a product for themselves, they are more likely to rely on the price as an indicator of quality. This is because they may not have any other information to go on, and so they assume that a higher price means better quality.

Generally, Customers Are Most Likely to Rely on the Price-Quality