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The effects of direct experience on consumer product evaluation

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

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).Product trial Willingness to pay Direct experience Product evaluation

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