Consumers' Self-Contradictory Behaviors for Post-Purchase Product Configurations. Issue 1 (2nd January 2019)

• Record Type: Journal Article
• Authors: Ozcan, Timucin; Hair, Michael; Bagchi, Rajesh
• Is Part Of: Journal of marketing theory and practice. Volume 27:Issue 1(2019)
• Page Start: 19
• Page End: 37
• Publication Date: 2019-01-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2018.1534214
• Languages: English
• ISSNs: 1069-6679

Abstract

Abstract : This research explores how consumers respond to subsequent product configurations that alter one attribute at the cost of the other. For example, how will laptop owners evaluate a configuration that increases (decreases) processing speed but shortens (lengthens) battery life? The overall findings show that when provided with a subsequent opportunity to alter their initial choices, customers who initially choose an extreme option, in which the level of one attribute dominates another, subsequently prefer configurations that increase the level of their secondary attribute at the expense of their dominant attribute. This occurs because of an asymmetric assessment of perceived gains and losses.