The effects of direct experience on consumer product evaluation |
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| Authors: | I Manon de Groot Gerrit Antonides Daniel Read W Fred van Raaij |
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| Institution: | 1. Department of Econometrics and Operations Research, Tilburg University, PO Box 90153, 5000, LE Tilburg, The Netherlands;2. Department of Social Sciences, Wageningen University, Wageningen, The Netherlands;3. Durham Business School, University of Durham, Durham, UK;4. Department of Social Sciences, Tilburg University, Tilburg, The Netherlands |
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| 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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