Spillover effects from unintended trials on attitude and behavior: Promoting new products through access-based services

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access-based services

Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are larg...

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Bibliographic Details
Main Authors: LEHR, Adrian, BUETTGEN, Marion, BENOIT, Sabine, MERFELD, Katrin
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2020
Subjects:
access-based services
attitudinal change
e-mobility
field study
information integration theory
involvement
trial effects
unintended trial
word of mouth (WOM)
Marketing
Sales and Merchandising
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/7588
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8587/viewcontent/Positive_Spillover_Effects_sv.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/lkcsb_research/7588
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8587/viewcontent/Positive_Spillover_Effects_sv.pdf

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