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Based on conjoint analysis technique, this study investigates how consumers utilize intrinsic and extrinsic cues in determining the quality of a product. The focus is on the effects of consumer individual difference variables on the relative importance of such product cues. The results show that product familiarity, enduring involvement, and price-reliance schema have a significant influence on consumer utilization of extrinsic cues. The implication of the results are discussed.
Lee et al. (Mon,) studied this question.