Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1018366 | Journal of Business Research | 2009 | 8 Pages |
Abstract
We propose that feedback level and inconsistency jointly affect potential customers' acceptance of new products. We conducted two studies, one with a two-by-two design in which feedback level and inconsistency were constructed as binary categories, and the other with a continuous design of feedback level and inconsistency. We found that (1) higher feedback level and lower inconsistency increase customer acceptance; (2) feedback inconsistency moderates the relationship between feedback level and customer acceptance; and (3) extremely negative feedback has more significant impact than do moderately negative or extremely positive ones.
Keywords
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Business and International Management
Authors
Emery Yao, Ruolian Fang, Brian R. Dineen, Xin Yao,