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Effects of customer feedback level and (in)consistency on new product acceptance in the click-and-mortar context

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  • Yao, Emery
  • Fang, Ruolian
  • Dineen, Brian R.
  • Yao, Xin

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.

Suggested Citation

  • Yao, Emery & Fang, Ruolian & Dineen, Brian R. & Yao, Xin, 2009. "Effects of customer feedback level and (in)consistency on new product acceptance in the click-and-mortar context," Journal of Business Research, Elsevier, vol. 62(12), pages 1281-1288, December.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:12:p:1281-1288
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