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Strategies to offset dissatisfactory product performance: The role of post-purchase marketing

  • Wang, Kai-Yu
  • Liang, Minli
  • Peracchio, Laura A.
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    This research examines the role of post-purchase recovery initiatives in offsetting the negative effect of a dissatisfactory product experience. Experiment 1 explores the effect of counterfactual thinking, a mental simulation process of reflecting upon past events and generating alternative possible outcomes, on product evaluations after an individual experiences a negative purchase outcome. Experiment 2 builds on these findings and shows how customer surveys can be used as tactical tools to boost post-purchase product evaluations. The results indicate that post-purchase marketing efforts, such as customer surveys, can engage consumers in counterfactual thinking and positively affect their product evaluations.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296310002067
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 8 (August)
    Pages: 809-815

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:8:p:809-815
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Weiner, Bernard, 2000. " Attributional Thoughts about Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 27(3), pages 382-87, December.
    2. Harris, Katherine E. & Grewal, Dhruv & Mohr, Lois A. & Bernhardt, Kenneth L., 2006. "Consumer responses to service recovery strategies: The moderating role of online versus offline environment," Journal of Business Research, Elsevier, vol. 59(4), pages 425-431, April.
    3. Krishnamurthy, Parthasarathy & Sivaraman, Anuradha, 2002. " Counterfactual Thinking and Advertising Responses," Journal of Consumer Research, University of Chicago Press, vol. 28(4), pages 650-58, March.
    4. Perracchio, Laura A & Meyers-Levy, Joan, 1997. " Evaluating Persuasion-Enhancing Techniques from a Resource-Matching Perspective," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 178-91, September.
    5. Webster, Cynthia & Sundaram, D. S., 1998. "Service consumption criticality in failure recovery," Journal of Business Research, Elsevier, vol. 41(2), pages 153-159, February.
    6. del Río-Lanza, Ana Belén & Vázquez-Casielles, Rodolfo & Díaz-Martín, Ana M, 2009. "Satisfaction with service recovery: Perceived justice and emotional responses," Journal of Business Research, Elsevier, vol. 62(8), pages 775-781, August.
    7. Laura A. Peracchio & Joan Meyers-Levy, 2005. "Using Stylistic Properties of Ad Pictures to Communicate with Consumers," Journal of Consumer Research, University of Chicago Press, vol. 32(1), pages 29-40, 06.
    8. Chebat, Jean-Charles & Slusarczyk, Witold, 2005. "How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study," Journal of Business Research, Elsevier, vol. 58(5), pages 664-673, May.
    9. Choi, Sunmee & Mattila, Anna S., 2008. "Perceived controllability and service expectations: Influences on customer reactions following service failure," Journal of Business Research, Elsevier, vol. 61(1), pages 24-30, January.
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