Abstract
Could brands associated with mostly negative information–those with poor reputations–be perceived as superior to unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavy weight on brand recognition. To investigate this question, the authors study consumers’ inferences about brand quality in five domains. Results suggest that brands associated with predominantly negative information are indeed perceived as of higher quality than unrecognized brands. In addition, when consumer inferences are predicted based on different memory cues, the frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality of this strategy by studying the relationship between expert-judged quality and consumer knowledge.
You have full access to this open access chapter, Download conference paper PDF
Similar content being viewed by others
Keywords
Could brands associated with mostly negative information–those with poor reputations–be perceived as superior to unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavy weight on brand recognition. To investigate this question, the authors study consumers’ inferences about brand quality in five domains. Results suggest that brands associated with predominantly negative information are indeed perceived as of higher quality than unrecognized brands. In addition, when consumer inferences are predicted based on different memory cues, the frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality of this strategy by studying the relationship between expert-judged quality and consumer knowledge.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Academy of Marketing Science
About this paper
Cite this paper
Simonyan, Y., Goldstein, D.G. (2016). Worse than Bad: Inferences About Product Quality from Memory. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_185
Download citation
DOI: https://doi.org/10.1007/978-3-319-11815-4_185
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
eBook Packages: Business and ManagementBusiness and Management (R0)