Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes
Abstract
Although money-back guarantees (MBGs) have a long tradition in marketing and retailing practice, a deeper understanding of how consumers value this instrument is still lacking. The results of two experimental studies show that in addition to cognitive effects, MBGs evoke a positive emotional response, thereby increasing consumers’ purchase intentions and willingness to pay a price premium. Moreover, MBGs positively affect consumers’ responses...
Paper Details
Title
Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes
Published Date
Dec 1, 2011
Journal
Volume
87
Issue
4
Pages
462 - 478
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History