Abstract
A few taxonomies have been proposed to categorize the cues consumers use to assess the quality of a given product. However, these taxonomies do not take into account the possible hierarchy that may exist among these cues. Through three studies we tested a taxonomy based on the structural approach to social representations. This framework proposes a distinction between central and peripheral cues. The former would be essential whereas the latter would be less important in the process of conducting quality assessment or with regard to purchase intentions. Results show that, concerning purchase intentions, a good central feature can compensate for a poor peripheral feature while the converse is not possible. Moreover, this interaction effect is mediated by the perceived quality of the product.
Highlights
A few taxonomies have been proposed to categorize the cues consumers use to assess the quality of a given product
2008, 2017) or the challenge-attribute technique (Moliner, 2002) could give us reliable information concerning the structural status of the content composing a social representations (SR), or in this case, concerning the cues related to the “good laptop”
The Test of Context Independence (TCI) allowed us to confirm the structural status of the cues composing the SR of the “good laptop”
Summary
A few taxonomies have been proposed to categorize the cues consumers use to assess the quality of a given product. Through three studies we tested a taxonomy based on the structural approach to social representations This framework proposes a distinction between central and peripheral cues. Results show that, concerning purchase intentions, a good central feature can compensate for a poor peripheral feature while the converse is not possible This interaction effect is mediated by the perceived quality of the product. The social representation theory (Moscovici, 2008; for syntheses see Lo Monaco, Delouvée, & Rateau, 2016; Sammut, Andreouli, Gaskell, & Valsiner, 2015) proposes the idea that the perception of objects which are part of our reality can be defined as sets of opinions, attitudes and values constructed within the framework of social interactions. Studies that have been conducted within the framework of this theory highlight theoretical, methodological and applied interests (Lo Monaco, Piermattéo, Rateau & Tavani, 2017)
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