Strategies to offset dissatisfactory product performance: The role of post-purchase marketing

Kai-Yu Wang, Minli Liang and Laura A. Peracchio

Journal of Business Research, 2011, vol. 64, issue 8, 809-815

Abstract: This research examines the role of post-purchase recovery initiatives in offsetting the negative effect of a dissatisfactory product experience. Experiment 1 explores the effect of counterfactual thinking, a mental simulation process of reflecting upon past events and generating alternative possible outcomes, on product evaluations after an individual experiences a negative purchase outcome. Experiment 2 builds on these findings and shows how customer surveys can be used as tactical tools to boost post-purchase product evaluations. The results indicate that post-purchase marketing efforts, such as customer surveys, can engage consumers in counterfactual thinking and positively affect their product evaluations.

Keywords: Customer; survey; Recovery; initiative; Product; evaluation; Counterfactual; thinking; Processing; extensiveness; Need; for; cognition (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:8:p:809-815

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