Sicherheitswert und Vorhersagewert von Qualitätssignalen

Abstract

The present article is concerned with the determinants of the use of extrinsic product attributes as signals of product quality exemplary for country of origin. A two-stage conjoint analysis has been performed and validated to separate the quality effect from the overall country of origin-effect. As the results of the first experiment show, consumers are using an extrinsic attribute as an indicator of quality only if the attribute has a high predictive value as well as a high confidence value. Based on covariation assessment theory a high predictive value of country of origin is the result of prior expectations that high quality technological products can only be manufactured properly in a few advanced countries. In accordance with theory of information economics the confidence value is influenced by the perceived verifiability of the signal. Accordingly the confidence value of country of origin is high, only if consumers perceive low international interpenetration of production processes. A second experiment has been conducted to analyze the effect of additional information of high credible communicators on predictive value. The results show that additional information can change the predictive value in the intended direction. Contrary to the hypotheses there was no stronger effect of extrem compared to moderate discrepant additional information. The results rather give indications for a weak credibility of extrem discrepant additional information even from high credible sources.