The Quality of Price as a Quality Cue

As I discuss in this commentary, these findings are noteworthy for three reasons. First, they are novel because extant perspectives on how price-quality relationships operate do not envision the process that SCA posit. Second, they are provocative because, consistent with the opening quote attributed to Einstein, the findings suggest that perceptions can occasionally influence reality. Third, the findings are potentially controversial because they raise the specter of hidden persuaders that operate in a stealthy and manipulative fashion to prey on consumers' psychological vulnerabilities (Packard 1957). But, first, some contextual background is necessary.