000			nam a22 7a 4500
999			_c48528 _d48528
003			OSt
005			20171101161242.0
008			171101b xxu||||| |||| 00| 0 eng d
100			_aKopalle, Praveen K. _928272
245			_aThe Effects of Advertised Quality Emphasis and Objective Quality on Sales
300			_a114-126 p.
520			_aGiven that consumers value quality, and advertising content informs consumers’ beliefs about quality, it is not surprising that high-quality brands emphasize quality in their advertising content. What is less obvious is whether firms with lower-quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We examine this issue and study the effectiveness of quality-based advertising messages. Our field study relates brands’ monthly sales to their advertised quality claims across 1,876 print ads in national magazines and Consumer Reports–based product quality ratings over more than two decades. Contrary to the generally held yet erroneous belief in the efficacy of low-quality products emphasizing quality in their advertising, we demonstrate that (1) it is not beneficial for a low-quality firm to emphasize quality in its advertising, and (2) it is effective for a high-quality firm to do so. An analysis of parameter values from a published category-agnostic simulation and an experiment that examines consumers’ responses to quality claims in a second product category yields convergent insights.
653			_aAdvertised Quality Emphasis
653			_aObjective Quality
653			_aQuality-Based Strategies
653			_aConsumer Durables
700			_aFisher, Robert J. _928273
700			_aSud, Bharat L. _928274
700			_aAntia, Kersi D. _928275
773	0		_029537 _965586 _aFRAZIER GARY L. _o5557519 _tJOURNAL OF MARKETING _x0022-2429
942			_2ddc _cJA-ARTICLE