The price-quality association is most likely to be used as a consumer decision-making guide when consumers
A) are able to negotiate prices.
B) are able to perceive small differences in quality among brands.
C) have little experience or confidence in judging quality.
D) have high knowledge of brand names.

Question

Quizplus · Accepted Answer

When consumers have little experience or confidence in judging the quality of products, they are more likely to use price as an indicator of quality, assuming that higher-priced items are of better quality.

The Price-Quality Association Is Most Likely to Be Used as a Consumer