Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
971038 | The Journal of Socio-Economics | 2009 | 10 Pages |
Abstract
The effects of different sales strategies on consumer product evaluation were investigated. It was expected that direct product experience could decrease economic product valuation. Experiments 1 and 2 studied the effects of product trials and money-back guarantees on consumer willingness to pay (WTP). It appeared that WTP was significantly lower after a product trial than with a money-back guarantee or normal sale. In Experiment 3 a structural equation model showed that product trials had a positive effect on attitude toward the product. Also, a negative effect on WTP was found when the effect was measured directly, but a positive effect when the effect was measured indirectly (through attitude).
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Authors
I. Manon de Groot, Gerrit Antonides, Daniel Read, W. Fred van Raaij,