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The use of price in subjective product quality evaluations is influenced by the nature and availability of other product information. Empirical investigation of this proposition indicated that the utilization of price as a quality cue diminished in relation to the quantity and quality of intrinsic attribute information. However, for one of the two products investigated this diminished influence reversed when a large amount of information was provided. © 1996 John Wiley & Sons, Inc.
Chang et al. (1996) studied this question.