Open AccessThe effects of brand popularity as an advertising cue on perceived quality in the context of internet shopping
Author(s) -
Kim JiHern,
Min Dongwon
Publication year - 2014
Publication title -
japanese psychological research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.392
H-Index - 30
eISSN - 1468-5884
pISSN - 0021-5368
DOI - 10.1111/jpr.12055
Subject(s) - popularity , advertising , quality (philosophy) , context (archaeology) , perception , affect (linguistics) , the internet , psychology , business , marketing , social psychology , computer science , paleontology , philosophy , communication , epistemology , neuroscience , world wide web , biology
Abstract Brand popularity as a descriptive norm has been used as an advertising cue by internet malls. It is based on the assumption that consumers prefer brands with popularity claims because they perceive the popularity claim results from superior quality. However, little research has been done on how popularity cues affect perceived quality in internet shopping contexts. Particularly, the interaction effect between brand popularity and price on the quality perception has never been investigated. This research presents the results of two experiments showing that brand popularity and price have an interaction effect on the estimation of sales, which in turn influences perceived quality. Only when consumers believe that the sales volume is high would the perceived quality increase. This research also analyzes the manner in which brand popularity reduces consumers' perceived risk in purchase decision‐making.