PRODUCT QUALITY EXPECTATIONS - TOWARDS AN UNDERSTANDING OF THEIR ANTECEDENTS AND CONSEQUENCES

This paper examines the role of product quality expectations. Past res earch on information cues, scarcity, self-congruity, product quality a nd satisfaction are synthesized to develop a conceptual model. This mo del examines how consumer expectations of product quality are formed. A number of antecedent factors and their relationship to consumers' pr oduct quality expectations are discussed. How consumer expectations of quality affects their product evaluation both during the pre-purchase stage and during the post-purchase stage are discussed. A number of t heoretical propositions are presented. Finally, the implications of th e conceptual model are discussed.