SIGNALS OF VALUE

Buyers often judge value on basis of SIGNALS
- Price where it connotes quality
- How “well known” brand is said to be
- Whether seller has “prestige” customers
SIGNALS OF VALUE may be as important as ACTUAL VALUE when
- Differences among competing brands are subjective
- Buyers are making first-time purchases
- Repurchase is infrequent
- Buyers are unsophisticated