Revealed versus hidden attributes as determinants of percieved product quality

Abstract

Consumers' quality perception being interpreted as an overall product evaluation process, attribute importance is introduced as a mediating variable between the quality judgment and informational value of cues. Furthermore, all product attribute being classified into two different categories, revealed vs. hidden attributes, it is hypothesized that extrinsic cues can influence consumers' product evaluation only on the hidden quality attributes but not on the revealed quality attributes.