A commercial for the Nissan Altima contains two pieces of information: it is similar in style to a Jaguar but costs much less.Which of the following is true?
A) The order of information processing does not matter because consumers are unable to process two contradictory pieces of information to form a judgment.
B) If an initial judgment is formed based on the style information, a lower judgment of quality is likely.
C) If an initial judgment is formed based on the price information, a lower judgment of quality is likely.
D) Both pieces of information will result in a low judgment of quality, regardless of the order of processing.
E) Both pieces of information will result in a high judgment of quality, regardless of the order of processing.

Question

Quizplus · Accepted Answer

When consumers first consider the price information, especially if it indicates a significantly lower cost compared to a high-end brand like Jaguar, they might infer that the lower price reflects lower quality, even if the style is comparable. This is because price often serves as an indicator of quality in consumer judgments.

A Commercial for the Nissan Altima Contains Two Pieces of Information