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This project included two studies that looked at how the brand name and price of consumer products can affect intended ….V.) based on the price alone. The brand names were removed so as to not create an interactive effect. This study had the same … brand value were rated as higher quality than the generic. Study 2 found that when just looking at price, subjects were more …
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product price. Additionally, our results suggest the moderating role of perceived quality on some of the proposed …
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