Product quality expectations: Towards an understanding of their antecedents and consequences

Abstract

This paper examines the role of product quality expectations. Past research on information cues, scarcity, self-congruity, product quality and satisfaction are synthesized to develop a conceptual model. This model examines how consumer expectations of product quality are formed. A number of antecedent factors and their relationship to consumers' product quality expectations are discussed. How consumer expectations of quality affects their product evaluation both during the pre-purchase stage and during the post-purchase stage are discussed. A number of theoretical propositions are presented. Finally, the implications of the conceptual model are discussed.