Quality dimensions are commonly categorized into
search, experience, and credence dimensions (Darby &
Karni, 1973). Search dimensions are those whose quality
can be ascertained by the buyer at the time of purchase,
like the appearance of an apple. Experience
dimensions are those whose quality can be ascertained
only after the purchase, like the taste of an apple.
Finally, credence dimensions are those where the average
consumer can never ascertain the quality by him-/
herself, but has to trust the judgement of others—like
whether the apple is healthy or organically produced.
The topic discussed in the preceding section—the technology
used in food production—is mostly an example
of a credence characteristic, since the average consumer
has no way of ascertaining that a product really is, for
example, ‘guaranteed GMO-free.’