To Misbelieve or Not to Misbelieve: A quantitative study of the impact of market misbeliefs on product beliefs, product attitudes and purchase intentions

Abstract: The initiated study focuses on the under-researched topic of market misbeliefs, which the authors define as beliefs about associations between independent market concepts that are either false or at least not true in all situations. The purpose of the research is to understand the impact of market misbeliefs on three sets of consumer evaluations - product beliefs, product attitudes and purchase intentions - of high- and low-involvement products. In order to perform the analysis and draw conclusions, the authors gathered quantitative data from 572 students from institutions of higher education, using the convenience sampling method. All in all, market misbeliefs proved to have a significant impact on the product beliefs and attitudes of high-involvement goods. In the case of low involvement goods, the impact of misbeliefs was not fully proven.