Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes

[Display omitted] ► Money-back guarantees (MBGs) have cognitive, affective, and behavioral outcomes. ► Emotions are an important mediator of the MBG effects on consumer behavior. ► MBGs positively affect the evaluation of experience and search goods. ► MBG return conditions are most critical when de...

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Veröffentlicht in:	Journal of retailing 2011-12, Vol.87 (4), p.462-478
Hauptverfasser:	Suwelack, Thomas, Hogreve, Jens, Hoyer, Wayne D.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Consumers Credibility Decision making Design Emotions Guarantees Marketing Money-back guarantee Perceptions Product returns Purchase intention Retail stores Retailing industry Risk assessment Risk perceptions Search and experience goods Studies Willingness to pay Willingness to pay a price premium
Online-Zugang:	Volltext
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