(Universidad Icesi, 2015-10-01) Alonso Cifuentes, Julio César; Arboleda Arango, Ana María
This study analyses to what extent do consumer involvement and perception of product quality explain
the perceived price, using information about articles like bags and briefcases obtained through smell.
The method for this study is a complete within-sample experimental design where subject rate their
level of product involvement and perceived product quality based on three olfactory stimuli: leather,
synthetic leather, and fabric. The results show that after using involvement and quality as two independent
and simultaneous perspectives to evaluate the product, involvement is not relevant. Quality and
not involvement is the variable that determines the perceived price.
