The substitution effect suggests that when consumers judge product quality by price, they will substitute high-priced products for low-priced products.

Substitution Effect

(1) A change in the quantity demanded of a consumer good that results from a change in its relative expensiveness caused by a change in the good’s own price. (2) The reduction in the quantity demanded of the second of a pair of substitute resources that occurs when the price of the first resource falls and causes firms that employ both resources to switch to using more of the first resource (whose price has fallen) and less of the second resource (whose price has remained the same).

Product Quality

Refers to the characteristics and features of a product that contribute to its ability to meet given requirements or expectations.