Journal article
Consumers' attitude change across sequences of successful and unsuccessful product usage
Marketing letters, Vol.8(1), pp.41-53
1997
DOI: 10.1023/A:1007933226810
Abstract
In two experiments we examine how consumers are affected by a sequence composed of an initial product-failure experience followed by a success experience. Our interest is to assess how consumers' evaluation of the product and of their own performance change after the second experience. A preliminary experiment used hypothetical scenarios describing consumers' experiences with different products. In the main experiment, participants received actual hands-on experience with a Smith-Corona Personal Typewriter/Word Processor. A major result was that product evaluations could be as high following a failure-success sequence of experiences as following success alone. This was especially true with hands-on experiences. However, the main experiment showed that negative affect (frustration) expressed following an actual product failure experience remained even after a subsequent success. Marketing implications of these dual results are discussed.
Details
- Title: Subtitle
- Consumers' attitude change across sequences of successful and unsuccessful product usage
- Creators
- Gary J. Gaeth - University of IowaIrwin P. Levin - University of IowaShailesh Sood - University of IowaChifei Juang - University of IowaJennifer Castellucci - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.8(1), pp.41-53
- DOI
- 10.1023/A:1007933226810
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Number of pages
- 13
- Language
- English
- Date published
- 1997
- Academic Unit
- Marketing; Psychological and Brain Sciences
- Record Identifier
- 9984963046702771
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