Consumer Reactions to Product Failure: An Attributional Approach

Article Abstract:

Attribution theory furnishes a structure for the prediction of consumer responses to product failures. Two studies are featured in this research: a survey of causes and reactions to product failure and an experiment where the underlying reasons were manipulated. Rationale attendant to product failure colored responses such as refunding, exchanging, apologizing and vengeful feelings against firms. Causal dimensions are stability, controllability and locus. These are delineated. These causal dimensions were believed to influence various sets of consumer responses, including expectancy reactions, marketplace equity reactions and anger reactions. Tables of correlated and predicted effects data for causal dimensions on consumer reactions are featured. About sixty UCLA graduates, both male and female, were invited to answer questionnaires. Multivariate analysis of variance results are explained.

Research, Surveys, Multivariate analysis, Attitudes, Attitude (Psychology), New product failure

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Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations

Article Abstract:

The purpose of this study is to determine whether an attribute's prominence in an ad will affect its recall or the recall of other attributes. How the prominence of an attribute in an ad affects the evaluation of the advertised brand is also studied. Results indicate that the advertising can affect attributes recall. The prominence of an attribute does not necessarily increase its evaluation. Marketers should distinguish between the recall and attribute processes.

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Sales Effectiveness of Comparative Advertising

Article Abstract:

The impact of comparative advertising on purchase behavior is studied. Results indicate that comparative advertising does have a strong effect on purchase behavior. Comparative advertising can increase the sales of the sponsor. Most studies on comparative advertising effectiveness use hypothetical constructs rather than actual sales results.

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