No pain, no gain: A critical review of the literature on signaling unobservable product quality
Kirmani and Rao review information economics research on signals as a way to address asymmetric information, in which a firm conveys an unobservable element such as product quality by offering an observable signal. They develop a typology of signals, review the empirical evidence on several marketing-mix variables as signals, discuss managerial implications and set out a research agenda. Journal of Marketing 64(2), 66-79, 2000; authors Amna Kirmani and Akshay R. Rao.
Kirmani and Rao review information economics research on signals as a way to address asymmetric information, in which a firm conveys an unobservable element such as product quality by offering an observable signal. They develop a typology of signals, review the empirical evidence on several marketing-mix variables as signals, discuss managerial implications and set out a research agenda. Journal of Marketing 64(2), 66-79, 2000; authors Amna Kirmani and Akshay R. Rao.
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Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66-79. doi:10.1509/jmkg.64.2.66.18000 https://doi.org/10.1509/jmkg.64.2.66.18000