Campus Units

Marketing

Document Type

Article

Publication Version

Published Version

Publication Date

1-2005

Journal or Book Title

Journal of Academy of Business and Economics

Volume

5

Issue

1

First Page

112

Last Page

119

Abstract

Past research suggests that consumers who have greater perceived control over a situation are more likely to evaluate the situation in a favorable manner. In the current study, this theoretical prediction is extended to the domain of product trial and brand choice. Specifically, the results of the study suggest that consumers who experience a product trial resulting from a brand choice process will find the trial to be more useful and valid, and they will feel more expert at judging the brand in the trial compared to those consumers who did not freely choose the trial brand but were simply given a sample of the target brand. There is also some indication that consumers experiencing free choice will judge the brand more favorably in the trial Implications for theory and practice are discussed.

Comments

This article is published as Kempf[SLL[1] , DeAnna S. and Russell N. Laczniak (2005), “The Effects of Brand Choice on Product Trial Evaluations,” Journal of Academy of Business and Economics, 5 (1), 112-119. Posted with permission.

Copyright Owner

International Academy of Business and Economics

Language

en

File Format

application/pdf

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