Langhe, Bart de; Osselaer, Stijn M. J. van; Puntoni, Stefano - In: Journal of Consumer Research 41 (2014) 4, pp. 978-978
In some product categories, low-priced brands are consistently of low quality, but high-priced brands can be anything from terrible to excellent. In other product categories, high-priced brands are consistently of high quality, but quality of low-priced brands varies widely. Three experiments...
