The effects of direct experience on consumer product evaluation

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

The Journal of Socio-Economics, 2009, vol. 38, issue 3, pages 509-518

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).

Keywords: Product; trial; Willingness; to; pay; Direct; experience; Product; evaluation (search for similar items in EconPapers)
Date: 2009

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Persistent link: http://EconPapers.repec.org/RePEc:eee:soceco:v:38:y:2009:i:3:p:509-518

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