Abstract
Studies have shown that price is very poorly correlated with quality. This paper discusses the methodological criticisms of the earlier work, concluding that the original results remain robust. Examination of 91 sets of Canadian products containing 1020 items reinforces the conclusions of earlier work for the United States and Japan. These international studies contradict the conventional wisdom that price is an adequate signal of quality. We also test the hypotheses that price is a better signal of quality (a) after product tests have been published, and (b) for higher priced items which presumably justify larger investments in “search.” Canadian data do not support either hypothesis. Some theoretical explanations are outlined and a conclusion briefly presents implications for policy.
Zusammenfassung
Zahlreiche Untersuchungsergebnisse haben gezeigt, daß Preis und Qualität in einem nur sehr dürftigen Zusammenhang stehen. Diese Befunde sind unter methodischem Gesichtspunkt kritisiert worden, der vorliegende Beitrag versucht jedoch zu zeigen, daß die Befunde robust sind und der Kritik standhalten können. Eine Untersuchung der Autoren anhand von 91 kanadischen Warentests mit 1,020 Artikeln bestätigt darüberhinaus die früheren Ergebnisse aus den Vereinigten Staaten und Japan. Insgesamt widersprechen diese internationalen Untersuchungen der herkömmlichen Ansicht, daß der Preis eines Gutes ein angemessener Qualitätsindikator sei.
Darüber hinaus prüft die Studie der Autoren die Hypothese, daß der Preis ein besserer Qualitätsindikator ist, (a) nachdem Warentests durchgeführt und die Ergebnisse publiziert wurden, und (b) wenn es sich um teurere Produkte handelt, die vermutlich einen höheren Suchaufwand rechtfertigen. Beide Hypothesen werden durch kanadische Daten nicht gestützt. Abschließend werden einige verbraucherpolitische Implikationen dieser Befunde behandelt.
The authors are grateful to referees for important assistance.
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Additional information
Richard W. Bodell is Assistant Professor and Robert R. Kerton is Professor in the Department of Economics at the University of Waterloo, Waterloo, Ontario, Canada N2L 3G1. Richard W. Schuster is an economist with the Economics Department of the Bank of Nova Scotia in Toronto.
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Bodell, R.W., Kerton, R.R. & Schuster, R.W. Price as a signal of quality: Canada in the international context. J Consum Policy 9, 431–444 (1986). https://doi.org/10.1007/BF00380576
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DOI: https://doi.org/10.1007/BF00380576