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

• Main Authors: LEHR, Adrian, BUETTGEN, Marion, BENOIT, Sabine, MERFELD, Katrin
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2020
• 主題: 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
• 在線閱讀: 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

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...