search query: @journal_id 794 / total: 218
reference: 119 / 218
« previous | next »
Author:
Title:Consumers' Attitude Change Across Sequences of Successful and Unsuccessful Product Usage
Journal:Marketing Letters
1997 : JAN, Vol. 8:1, p. 41-53
Index terms:CONSUMER ATTITUDES
PRODUCTS
PRODUCT FAILURES
Language:eng
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.
SCIMA record nr: 165959
add to basket
« previous | next »
SCIMA