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Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes

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Suwelack, Thomas ; Hogreve, Jens ; Hoyer, Wayne D.:
Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes.
In: Journal of retailing. 87 (Dezember 2011) 4. - S. 462-478.
ISSN 0022-4359 ; 1873-3271

Volltext

Link zum Volltext (externe URL): http://www.sciencedirect.com/science/article/pii/S...

Kurzfassung/Abstract

Although money-back guarantees (MBGs) have a long tradition in marketing and retailing practice, a deeper understanding of how consumers value this instrument is still lacking. The results of two experimental studies show that in addition to cognitive effects, MBGs evoke a positive emotional response, thereby increasing consumers’ purchase intentions and willingness to pay a price premium. Moreover, MBGs positively affect consumers’ responses for search and experience goods, although for experience goods, MBGs should be designed with stricter return conditions as compared to MBGs for search goods. The results should help retail managers understand the consumer impact of MBGs, as well as assist them in pricing guaranteed items and designing effective MBGs according to the type of product.

Weitere Angaben

Publikationsform:Artikel
Schlagwörter:Money-back guarantee; Risk perceptions; Emotions; Willingness to pay a price premium; Search and experience goods
Institutionen der Universität:Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Dienstleistungsmanagement
Peer-Review-Journal:Ja
Titel an der KU entstanden:Ja
Eingestellt am:09. Dez 2011 08:22
Letzte Änderung:10. Jun 2016 11:15
URL zu dieser Anzeige:http://edoc.ku-eichstaett.de/7882/