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.
Copyright Owner
International Academy of Business and Economics
Copyright Date
2005
Language
en
File Format
application/pdf
Recommended Citation
Kempf, DeAnna S. and Laczniak, Russell N., "The effects of brand choice on product trial evaluations." (2005). Marketing Publications. 1.
https://lib.dr.iastate.edu/marketing_pubs/1
Included in
Business Administration, Management, and Operations Commons, Management Information Systems Commons, Operations and Supply Chain Management Commons, Organizational Behavior and Theory Commons
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.