I think they are quite similar. I am a bit confused. Can anyone explain this to me?
I got the name and the information about the cue utilitarian theory from a journal article that related to organic food consumption. According to the authors, when people buy products like organic food, they could hardly evaluate the quality by merely observing it, since organic food could be kind of credence product. It is difficult to evaluate whether it is really free from chemicals and pesticides. So, people tend to rely on some cues to make the quality evaluation indirectly. This is how the Cue Utilitarian Theory works.
Let me narrow it down to a consumer behavior context. It seems to me that both theories can be used to explain that when there is an information asymmetric between retailers and consumers, some product attributes will be used as cues to evaluate product quality. I just wonder if they are basically the same in concept, then how and which one should I use them respectively.