The Role of Extrinsic Product Cues in Consumers’ Preferences and Purchase Intentions: Mediating and Moderating Effects

The main purpose of this study is to investigate the roles of several information-cues setting on consumers' purchase intention by highlighting the intervening roles of brand preferences and the moderating roles of social factors. This study was conducted in Yemen, as a representative of consumers from less-developed countries. A multistage cluster-sampling was employed. A total of 600 questionnaires were distributed. This study found that in high-involvement products, consumers used three-way extrinsic cues interaction as indicators for brand quality. This suggests that there is an intervening role of brand preferences which enhances the purchase intention according to consumers' roles and status.