Are consumers' perceptions of price–quality relationships well calibrated?

Past research has shown that, to varying degrees, consumers tend to believe price is an indicator of quality, even though there is in fact often very little correlation between objective measures of price and quality (PQ). Moreover, consumers have been observed to be poorly calibrated in their knowledge of precisely which categories exhibit the strongest association between PQ for products. Given the profound changes that have occurred in consumer markets, such as the rise of the Internet and the flood of product quality information now readily available online, the present work seeks to update this line of research. Specifically, it seeks to determine if changes in the marketplace have affected (1) consumers' perceptions of the PQ relationship; and (2) consumers' PQ calibration. Data from two sources were collected and compared: (1) Subjective ratings of the PQ relation for various common products, collected using a questionnaire format in a survey of 313 US consumers; and (2) Objective estimates of the actual PQ association of the same products, gathered from independent third‐party information providers who report both prices and rank‐ordered quality measures for each. Results indicate that consumers today (1) continue to perceive a modest positive relationship between PQ (more so for durables, less for non‐durables); and (2) are modestly calibrated for durable products. But they are much less well calibrated in the realm of non‐durables, where consumers expect a positive link between price and quality in precisely those product categories in which the relationship is actually negative. Relative to past research, the calibration of consumers has apparently ‘flipped’ from non‐durables to durables today. Potential explanations for this result include (1) the rise of the Internet as an information source for quality ratings of durables; (2) a higher level of perceived risk for durable goods purchases; (3) a greater tendency for durables to exhibit a positive correlation between actual quality and price; and (4) the rising quality level of private label brands, which may render prior price–quality perceptions for non‐durables outdated or obsolete.     

Urban vs. rural destinations: Residents’ perceptions,community participation and support for tourism development

This paper investigates and compares the effects of residents' perceptions of the impacts of tourism on community participation and support for tourism development across urban and rural world heritage sites (WHSs). Partial least squares – structural equation modeling (PLS-SEM), has been employed to perform the analysis. The results reveal significant differences between the effects of residents' perceptions and community participation on support for tourism development in urban and rural destinations. However, the findings did not support any differences between the effects of positive perceptions on community participation, and the indirect effects of negative perceptions on support for tourism development. This study makes a significant theoretical contribution to the urban and rural tourism and residents’ perceptions literature by comparing rural and urban WHSs residents. Furthermore, this study has a number of practical implications for the local authorities of rural and urban WHSs.     

Improving the perceptions of hotel managers

This research seeks to identify the importance of various capabilities and psychosociological factors of hotel managers, in order to improve their perception of the competitive environment emerging in the post-Internet era. Specifically, the study analyzes the relevance of education, experience, globalization capabilities, networking, creativity and vision of the future, and other factors related to personality and leadership, to advance the accuracy of this perception. The research used questionnaires with Spanish hotel managers, a Delphi study with international experts, and structural equation modeling to test the hypotheses formulated. The results corroborate the model established, and stress the importance of the education and globalization capabilities in this field.     

The 99 price ending as a signal of a low-price appeal

There is evidence that the rightmost digits, or endings, of retail prices can communicate meanings to consumers. To better understand how such meanings are formed, this paper addresses the question of how the 99 price ending can have a low-price meaning even though 99-ending prices tend to be higher rather than lower competitive prices. Analysis of two large samples of newspaper price advertising indicates that there is a strong and robust correlation between the use of the 99 price ending and the presence of a low-price appeal such as a claimed discount. It is suggested that the salience of price advertising leads it to dominate other sources of information in the consumer's learning of price-ending meanings.     

Shaping Ethical Perceptions: An Empirical Assessment of the Influence of Business Education,Culture, and Demographic Factors

Recent events at Enron, K-Mart, Adelphia, and Tyson would seem to suggest that managers are still experiencing ethical lapses. These lapses are somewhat surprising and disappointing given the heightened focus on ethical considerations within business contexts during the past decade. This study is designed, therefore, to increase our understanding of the forces that shape ethical perceptions by considering the effects of business school education as well as a number of other individual-level factors (such as intra-national culture, area of specialization within business, and gender) that may exert an influence on ethical perceptions. We found significant effects for business education, self-reported intra-national culture, area of specialization within business, and gender for some and/or all areas of ethics examined (i.e., deceit, fraud, self-interest, influence dealing, and coercion). One of our most encouraging findings is that tolerance for unethical behavior appears to decrease with formal business education. Despite the prevalent stereotype that business students are only interested in the bottom line or that business schools transform idealistic freshman into self-serving business graduates, our results suggest otherwise. Given the heightened criticism of the ethicality of contemporary managerial behavior, it is heartening to note that, even as adults, individuals can be positively affected by integration of ethics training.     

The Contingent Effects of Semantic Price Cues

This research endeavors to understand the contingent effects of semantic price cues while taking into consideration several important contextual factors. These factors include where the customer encounters the semantic cue (in-store, at-home, online), whether the consumers’ shopping goal is hedonic or utilitarian in nature, the impact of shopping alone or with a companion, as well as the consumer's motivation to process the product information. Findings indicate that a within-store cue (compared to a between store cue) enhances evaluations when the shopping in a store with a utilitarian goal, when shopping alone, and when their motivation to process is low. A meta-analysis of the results demonstrates the robustness of the differential impacts of these semantic cues.     

Consumer perceptions of risks of chemical and microbiological contaminants associated with food chains: a cross-national study

The development and implementation of effective systems to identify vulnerabilities in food chains to chemical and microbiological contaminants must take account of consumer priorities and preferences. The present investigation attempted to understand consumer perceptions associated with chemical and microbiological contaminants in four specific food chains (drinking water, farmed salmon, chicken and milk powder). To this end, ten focus group discussions were held in five different countries (Poland, Ireland, the Netherlands, France and Brazil). Consumers expressed higher concerns about chemical, as compared with microbial, contaminants. Chemical contaminants were more strongly associated with the potential for severe consequences, long-term effects and lack of personal control. Traceability was considered by consumers as a useful tool that offers the potential to improve consumer confidence in food safety.     

Using surveys of business perceptions as a guide to growth‐enhancing fiscal reforms

This paper assesses the merits of using business perceptions of growth constraints as a guide to growth‐enhancing fiscal policy reforms. Using endogenous growth models in which the government levies an income tax to provide public inputs to the production of private firms, the paper demonstrates that such perceptions of growth constraints may be misleading from a policy perspective. In particular, firms can be expected to systematically overestimate the growth‐enhancing effects of lower tax rates relative to public services and public capital, and underestimate the growth‐enhancing effects of greater provision of public capital relative to taxation and public services. In addition, we show that firms rank different public services and different types of public capital according to the actual costs they impose on firms. It is then shown that these theoretical predictions regarding how firms rank constraints correspond closely to the observed ranking of constraints by firms in the World Bank's Enterprise Surveys.     

Consumer acceptability and perceptions of maize meal in Giyani,South Africa

This study examined the acceptability and perceptions of traditionally prepared maize meal porridge, cooked from commercial roller-mill white maize meal and hammer-mill white and yellow maize meal (with and without fibre), among female Tsonga consumers in Giyani in Limpopo Province, South Africa. The study used sensory evaluation tests, followed by focus group discussions to gather supportive information about consumer attitudes, perceptions and practices regarding the consumption of maize meal porridge prepared from these maize meal types. Giyani consumers preferred commercial roller-mill white sifted fortified and white super-fortified maize meal, but, contrary to popular belief, were also willing to accept hammer-mill yellow maize meal, mainly for its nutritional value.     

Tendency to Infer Bribery and Corrupt Intent in Social and Business Situations: Comparing Chinese and Singaporean Employees

The present paper investigates the differences in ethicalperceptions between Chinese and Singaporean employees. Twocontrasting predictions based on socialization theory are testedusing 142 Chinese and 141 Singaporean employees as subjects. Results show that Chinese employees tend to infer a greaterdegree of unethical (bribery and corrupt) intent than Singaporeanemployees in 17 of the 25 ethical vignettes. The converse isfound in only two and no significant differences are found in therest of the vignettes. Implications for international managersand assignees and researchers in international business workingon or in China are discussed.