This paper investigates the interactive effects of objective quality information on price and brand name information on buyer's product evaluation. To answer a call made more than 20 years ago, the study brings objective quality rating information such as those reported in Consumer Reports into a proven market cue -product evaluation model. The research method uses a 2x2x2 factorial design to systematically examine interaction effects of objective information with price and brand name in a

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... t cue-product evaluation model. The conclusions find that the brand effects are not influenced by the objective quality information. However, there are strong interaction effects between price and objective quality information.