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The “Satisfied or Refunded” Guarantee impact on the Consumer
[L'impact de la garantie « Satisfait ou Remboursé » sur le consommateur]

Author

Listed:
  • Julie Boyer Dumont

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Imene Becheur

Abstract

Although largely used, the "Satisfied or Refunded" Guarantee remains a signal of quality not deeply explored in marketing. First, this article proposes to clarify the mechanisms of impact of that signal, then perceptions of the consumer from a focus-group. This article's aim is finally to present conditions of effectiveness of one of the tools at the advertisers' disposal to increase the credibility of their message. We also discuss the potential risks linked to the implementation of "satisfied or refunded" guarantee.

Suggested Citation

  • Julie Boyer Dumont & Imene Becheur, 2009. "The “Satisfied or Refunded” Guarantee impact on the Consumer [L'impact de la garantie « Satisfait ou Remboursé » sur le consommateur]," Post-Print hal-04765232, HAL.
    • Handle: RePEc:hal:journl:hal-04765232
    Note: View the original document on HAL open archive server: https://hal.science/hal-04765232v1
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    File URL: https://hal.science/hal-04765232v1/document
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    References listed on IDEAS

    as
    1. Ippolito, Pauline M, 1990. "Bonding and Nonbonding Signals of Product Quality," The Journal of Business, University of Chicago Press, vol. 63(1), pages 41-60, January.
    2. Heiman, Amir & McWilliams, Bruce & Zilberman, David, 2001. "Demonstrations and money-back guarantees: market mechanisms to reduce uncertainty," Journal of Business Research, Elsevier, vol. 54(1), pages 71-84, October.
    3. Nancy A. Lutz, 1989. "Warranties as Signals under Consumer Moral Hazard," RAND Journal of Economics, The RAND Corporation, vol. 20(2), pages 239-255, Summer.
    4. repec:dau:papers:123456789/1607 is not listed on IDEAS
    5. Boulding, William & Kirmani, Amna, 1993. "A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 111-123, June.
    Full references (including those not matched with items on IDEAS)

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