Abstract
Managers often do research to help them determine the optimum price for a new product. Several different price‐points are ordinarily tested in order to determine the impact of price on sales of the product. Aside from its impact on demand, price also has been studied for its effect on consumers' perceptions of products. For example, research has indicated that people use price as a cue for evaluating the quality of a complex product such as stereophonic equipment for the home. That is, price is used in lieu of knowledge of the technical aspects of the product. Research presented in this paper reveals a yet deeper aspect of price's effect on perception. In this case, variation in price was associated with changes in the way people perceived a new product's function, perceptions that differed from the manufacturer's intended positioning for the product.
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