Karen Simon recently purchased a digital camera. She considered three cameras, a Kodak that was priced at $139.00, a Panasonic priced at $189.00, and a Nikon priced at $229.00. Karen couldn't tell much difference between the cameras, so he bought the Nikon, figuring that because it was the most expensive of the three, it must be the best. According to the textbook, Karen was making a:

Question

Quizplus · Accepted Answer

Karen was making a price-quality attribution by assuming that the more expensive Nikon camera must be of better quality than the cheaper Kodak and Panasonic cameras. This is a common consumer behavior known as the "price-quality heuristic." Karen did not consider other factors such as brand reputation, features, or customer reviews, but instead relied solely on the price as an indicator of quality.

Karen Simon Recently Purchased a Digital Camera