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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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    Cited by:

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    2. Khare, Adwait & Chowdhury, Tilottama G. & Morgan, Jeremy, 2021. "Maximizers and Satisficers: Can’t choose and Can’t reject," Journal of Business Research, Elsevier, vol. 135(C), pages 731-748.

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