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The effect of physical possession on preference for product warranty

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  • Chark, Robin
  • Muthukrishnan, A.V.

Abstract

Peck and Shu (2009) found that touching a product causes greater endowment effect. We seek to replicate and extend this finding to the case that whether touching a product consumers have just bought may increase the willingness to pay (WTP) for warranty. Loss aversion, the tendency to prefer avoiding losses over obtaining equivalent monetary gains, often explains product warranty purchases. This tendency will be stronger when the buyers consider the product as part of their endowment. Touching the product promotes stronger ownership perception and thus shifts consumer's reference point. The new reference point causes consumers to anticipate greater pain from the loss of the product and thus leads to higher WTP for product warranty protection. We find support for this hypothesis in two field studies with a total of 104 participants.

Suggested Citation

  • Chark, Robin & Muthukrishnan, A.V., 2013. "The effect of physical possession on preference for product warranty," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 424-425.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:4:p:424-425
    DOI: 10.1016/j.ijresmar.2013.07.004
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    References listed on IDEAS

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    1. Amos Tversky & Daniel Kahneman, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 106(4), pages 1039-1061.
    2. Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard H, 1990. "Experimental Tests of the Endowment Effect and the Coase Theorem," Journal of Political Economy, University of Chicago Press, vol. 98(6), pages 1325-1348, December.
    3. Hoch, Stephen J & Loewenstein, George F, 1991. "Time-Inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 492-507, March.
    4. Joann Peck & Suzanne B. Shu, 2009. "The Effect of Mere Touch on Perceived Ownership," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 434-447.
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    Cited by:

    1. Katharina Dowling & Daniel Guhl & Daniel Klapper & Martin Spann & Lucas Stich & Narine Yegoryan, 2020. "Behavioral biases in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 449-477, May.
    2. Dombi, Mihály & Kuti, István & Balogh, Péter, 2014. "Sustainability assessment of renewable power and heat generation technologies," Energy Policy, Elsevier, vol. 67(C), pages 264-271.
    3. Chark, Robin & Muthukrishnan, A.V., 2022. "Brand effect on extended warranty valuation: Subjective value versus popularity," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1082-1092.
    4. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    5. Francesca Serravalle & Milena Viassone & Giacomo Chiappa, 2022. "Sensory disclosure in an augmented environment: memory of touch and willingness to buy," Italian Journal of Marketing, Springer, vol. 2022(4), pages 401-417, December.

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