The Experimental Analysis of How the Consumer Value Formed

Biao LUO, Ying HUANG


The research of consumer behavior is an essential branch in the marketing field as consumer buying behavior forms the basis of the perceived value formation. Thus, perceived value is the key point of this report.
We study the process of buying through experimental methods carried on the thorough discussion. In the experimental research, we recruited a team of 60 volunteers via campus BBS and Hefei BBS channels, and including two different experiments. Especially, the first experiments verified whether the signal information have a significantly impact on consumer perception value. In the meantime, the second experiment was referring to the formation processes of consumer perceived value.
After the study we summarized the following conclusion: first, the formation of consumer value significantly affected by the product signals. Second, consumers’ perceptions of the consumption value formation were based on consumption experience.


Perceived value;Cconsumer behavior; Behavioral experiment

Full Text:



Aaron, J. I., Mela, D. J., & Evans, R. E. (1994). The influences of attitudes, beliefs and label information on perceptions of reduced-fat spread. Appetite, 22(1), 25-37.

Allison, R. I., & Uhl, K. P. (1964). Influence of beer brand identification on taste perception. Journal of Marketing Research, 1, 36-39.

Caporale, G., & Monteleone, E. (2004). Influence of information about manufacturing process on beer acceptability. Food Quality and Preference, 15(3), 271-278.

Deliza, R., & MacFie, H. J. H. (1996). The generation of sensory expectation by external cues and its effect on sensory perception and hedonic ratings: A review. Journal of Sensory Studies, 11, 103-128.

Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.

Grunert, K. G. (1997). What’s in a steak? A cross-cultural study on the quality perception of beef. Food Quality and Preference, 8, 157-174.

[Hirokawa, K., & Yamazawa, K. (2008). Gendered information on sensory, hedonic and familiarity ratings of green tea by female Japanese students. Appetite, 51, 343-346.

Johansson, L., Haglund, A., Berglund, L., Lea, P., & Risvik, E. (1999). Preference for tomatoes, affected by sensory attributes and information about growth conditions. Food Quality and Preference, 10(4-5), 289-298.

Kihlberg, I., Johansson, L., Langsrud, O., & Risvik, E. (2005). Effects of information on liking of bread. Food Quality and Preference, 16(1), 25-35.

Lee, L., Frederick, S., & Ariely, D. (2006). Try it, you’ll like it. Psychological Science, 17, 1054-1058.

Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research,15, 374-378.

Petty, R. E., Wegener, D. T., & Fabrigar, L. R. (1997). Attitudes and attitude change. Annual Review of Psychology, 48, 609-647.



  • There are currently no refbacks.

Copyright (c)

Share us to:   


  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.

We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases:;;

 Articles published in Studies in Sociology of Science are licensed under Creative Commons Attribution 4.0 (CC-BY).


Address: 9375 Rue de Roissy Brossard, Québec, J4X 3A1, Canada

Telephone: 1-514-558 6138
Website: Http://; Http://

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures