Product choice and ratings of quality and value were employed as dependent variables in a multi-cue experiment. Real products, varying in intrinsic properties, were presented to Dutch consumers for choice and rating, and extrinsic information cues were made available via a computerized information display board. The product categories used were men's shirts, smoke detectors, and pickles. Duth consumres appear to be heterogeneous in their tests and preferences for products, and rely little on extrinsic information cues to guide their choices, trusting instead, their ability to evaluate the products themselves. They appear to place little importance on country-of-origin as a cue choice. Finally models with product choice as the dependent variable achieved better levels of explanation than models using ratings of product quality or value as dependent variables.

dx.doi.org/10.1300/J046v09n01_05
Journal of International Consumer Marketing
Sprott School of Business

Liefeld, P. (John P.), & Papadopoulos, N. (1996). Dutch consumer use of intrinsic, country-of-origin, and price cues in product evaluation and choice. Journal of International Consumer Marketing, 9(1), 57–81. doi:10.1300/J046v09n01_05