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Spillover Effects from Unintended Trials on Attitude and Behavior: Promoting New Products Through Access-Based Services

Lehr, Adrian, Buettgen, Marion, Benoit, Sabine and Merfeld, Katrin (2020) Spillover Effects from Unintended Trials on Attitude and Behavior: Promoting New Products Through Access-Based Services Psychology and Marketing, 37 (5). pp. 705-723.

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Abstract

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 largely unknown. Our hypotheses are derived from information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate positive effects from the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with IIT, these effects are more pronounced for positive trial experience, although in contrast to IIT, they are less pronounced for high involvement consumers. While the results of Study 2, an online experiment, show substantial effects of both trials compared to non-trials, they also reveal that intended and unintended trials have a similar impact on attitude, but ABS experiences have a stronger positive impact on brand purchase intention. We thus recommend that brand managers promote not only new products but also their brands in unintended trials. This research fills a gap in current discussions about the trial effect(s) of ABS.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Lehr, Adrian
Buettgen, Marion
Benoit, Sabines.benoit@surrey.ac.uk
Merfeld, Katrin
Date : 20 April 2020
DOI : 10.1002/mar.21335
Copyright Disclaimer : © 2020 Wiley Periodicals, Inc. This is the peer reviewed version of the following article: Lehr, A, Buettgen, M, Benoit, S, Merfeld, K. Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services. Psychology & Marketing 2020; 37: 705– 723, which has been published in final form at https://doi.org/10.1002/mar.21335. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Uncontrolled Keywords : Information integration theory; Trial effects; Unintended trial; Access-based services; Field study; e-mobility; Attitudinal change; Word of mouth (WOM); Involvement
Depositing User : Diane Maxfield
Date Deposited : 21 Jan 2020 12:54
Last Modified : 27 Apr 2020 09:49
URI: http://epubs.surrey.ac.uk/id/eprint/853356

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