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The effects of direct experience on consumer product evaluation

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  • de Groot, I. Manon
  • Antonides, Gerrit
  • Read, Daniel
  • Raaij, W. Fred van

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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  • de Groot, I. Manon & Antonides, Gerrit & Read, Daniel & Raaij, W. Fred van, 2009. "The effects of direct experience on consumer product evaluation," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(3), pages 509-518, June.
    • Handle: RePEc:eee:soceco:v:38:y:2009:i:3:p:509-518
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