Abstract
Given the uneven nature of research findings in the price-quality literature, it appears that generalization from consumer research to the industrial sector is questionable. Thus the present research was undertaken to examine the attribution of quality by industrial purchasers based on extrinsic cues such as price. The results of this study suggest that while extrinsic cues may play a role in the assessment of quality by industrial purchasers, there is no evidence that price is such a cue.
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Lambert, D.R. Price as a quality cue in industrial buying. JAMS 9, 227–238 (1981). https://doi.org/10.1007/BF02721985
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DOI: https://doi.org/10.1007/BF02721985