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

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

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.

Suggested Citation

  • Wang, Kai-Yu & Liang, Minli & Peracchio, Laura A., 2011. "Strategies to offset dissatisfactory product performance: The role of post-purchase marketing," Journal of Business Research, Elsevier, vol. 64(8), pages 809-815, August.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:8:p:809-815
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    References listed on IDEAS

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    1. Laura A. Peracchio & Joan Meyers-Levy, 2005. "Using Stylistic Properties of Ad Pictures to Communicate with Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 29-40, June.
    2. Perracchio, Laura A & Meyers-Levy, Joan, 1997. "Evaluating Persuasion-Enhancing Techniques from a Resource-Matching Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 178-191, September.
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    Cited by:

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