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首页> 外文期刊>Asia Pacific Journal of Marketing and Logistics >Tasting quality: the roles of intrinsic and extrinsic cues
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Tasting quality: the roles of intrinsic and extrinsic cues

机译：品尝质量：内在和外在线索的作用

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Purpose – This paper aims to investigate the respective influences of price and country of origin (COO), as extrinsic cues, on consumer evaluations of product quality when all intrinsic cues are experienced through sensory (taste) perception. Design/methodology/approach – Taste-testing experiments were conducted (n?=?263) using Brie cheese as the test product and a 3(COO)?×?3(price)?×?3 (fat content) conjoint analysis fractional factorial design. Findings – Price was clearly found to be the most important attribute contributing to perception of Brie quality, followed by fat content. COO also exerted a substantial influence on respondents’ evaluation. In the case of this sensory experiment, reliance on the extrinsic cues tested was found to remain extremely robust even when all intrinsic cues (through sensory experience) were available for respondent evaluation when objective product quality was manipulated to three differing levels. Research limitations/implications – The research presents a number of limitations. Convenience sampling was employed, limiting one's ability to generalize results. Further, the use of conjoint analysis for taste-testing experiment methodology is limited, particularly with a sample of this size with objective quality manipulations that are quantified and precise. A laboratory environment is also a limitation. Practical implications – The research demonstrated that, even when evaluating a relatively low involvement product, consumer belief in the price value schema dominates quality assessment. These findings mean that marketers cannot assume that intrinsic product attributes, even when experienced, will be interpreted or used accurately when evaluated by consumers. Hence results provide an illustration to managers of the importance of ensuring that consumers take the intended meaning from communicated intrinsic cues in particular. Originality/value – The research significantly advances understanding of consumers’ use of extrinsic cues (price and COO specifically), and their respective influence in their determination of both expected and experienced quality.
机译：目的–本文旨在研究价格和原产国（COO）（作为外在线索）对于通过感官（品味）感知体验到所有内在线索的消费者对产品质量评估的影响。设计/方法/方法–使用布里干酪作为测试产品并进行3（COO）××3（价格）××3（脂肪含量）联合分析，进行味觉测试（n？=？263）析因设计。调查结果–价格显然被认为是对布里干酪品质的感知最重要的因素，其次是脂肪含量。首席运营官还对受访者的评价产生了重大影响。在此感官实验的情况下，即使将客观产品质量控制到三个不同的水平时，即使所有内在线索（通过感官经验）都可用于响应者评估，仍依赖于测试的外部线索仍然非常有力。研究的局限性/含义-研究提出了许多局限性。采用便利抽样，限制了人们概括结果的能力。此外，将联合分析用于味觉测试实验方法的使用受到限制，特别是对于这种大小且具有量化且精确的客观质量操作的样本。实验室环境也是一个限制。实际意义–研究表明，即使在评估参与度相对较低的产品时，消费者对价格价值模式的信念仍主导着质量评估。这些发现意味着，营销人员不能假设即使是经验丰富的产品内在属性，也要被消费者评估时才能正确地解释或使用。因此，结果向管理人员说明了确保消费者尤其从传达的内在暗示中获取预期含义的重要性。独创性/价值–这项研究极大地增进了人们对消费者使用外部线索（特别是价格和首席运营官）的理解，以及他们各自对预期质量和体验质量的影响。

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