"Customers don't form their opinion on quality from marketing.[...] They form their opinions on quality from their own experience with the product, or the service." - Steve Jobs, 1991
This is true except when the alternatives are, or appear to be, roughly the same quality. Which is why marketing is so important for vodka, cigarettes, watches, and so on. And why it was so important for American cars in 1970.
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Marketing as a quality feature....
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In such cases marketing probably affects the experience through intangible associations with the product -- such as status.
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1970’s were probably the low point in American automotive history. Thus, clever marketing was their only hope.
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I love the vodka example. It is a classic marketing case studied in business schools. In "Predictably irrational", Ariely also discussed the example with painkillers (or luxury items) and the effect of pricing or marketing on how they are perceived.
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Or things you're not going to return like mattresses or cheap $19.99 stuff you buy from infomercials.
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“Make people want something.”
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