search query: @journal_id 794 / total: 218
reference: 119 / 218
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