haku: @indexterm product failures / yhteensä: 35
viite: 8 / 35
| Tekijä: | |
| Otsikko: | Consumers' Attitude Change Across Sequences of Successful and Unsuccessful Product Usage |
| Lehti: | Marketing Letters
1997 : JAN, Vol. 8:1, p. 41-53 |
| Asiasana: | CONSUMER ATTITUDES PRODUCTS PRODUCT FAILURES |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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