When to present an extended warranty: Pre‐ vs. post‐purchasing a product
نویسندگان
چکیده
This research examines a temporal factor's influence—showing an extended warranty before versus after consumers purchase product—on consumers' likelihood of purchasing the warranties. Our results show that are more likely to committing product rather than doing so. These appear result from differing mental construals. Before purchase, construals conditioned on failures accessible; accordingly, consider buying warranty. However, who have already committed over-represent positive features product; thus, these not compelled buy Four studies provide converging evidence via scenarios and behavioral measures. suggests offering warranties decision can be effective strategy increase sales.
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ژورنال
عنوان ژورنال: Psychology & Marketing
سال: 2023
ISSN: ['0742-6046', '1520-6793']
DOI: https://doi.org/10.1002/mar.21857