Effects of Money-Back and Low-Price Guarantees on Consumer Behavior

Thomas Suwelack and Manfred Krafft
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Thomas Suwelack: University of Münster
Manfred Krafft: University of Münster

Chapter 6 in Quantitative Marketing and Marketing Management, 2012, pp 531-561 from Springer

Abstract: Abstract Money-back guarantees (MBGs) and low-price guarantees (LPGs) are frequently implemented in retailing practice to positively influence consumer behavior. In this literature review 28 MBG and 30 LPG studies are systemized and discussed. While both a behavioral and an economic research stream exist, the focus of this review is on the effects of MBGs and LPGs on consumer behavior. Furthermore, this literature review provides some avenues for future MBG and LPG research and offers implications for retailing practice.

Keywords: Money-Back Guarantees; Low-Price Guarantees; Literature Review; Consumer Behavior; Retailing (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/978-3-8349-3722-3_26

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