Description
Negative and Positive Effects of Rejections in Online Product Testing Programs
Condition: BRAND NEW ISBN: 9783658492762 Author(s): Kira Louisa KA?ÂLpper Format: Paperback Year: 2025 Publisher: Springer Fachmedien Wiesbaden Pages: 130
Description: Online product testing programsA‚Â have evolved into a significant marketing tool, allowing consumers to apply to test products for free or at a discounted rate in exchange for providing reviews or completing surveys. These programs aim to gather valuable feedback to enhance product and brand awareness and image. However, not every applicant can be selected as a tester. Companies often have to send out rejections to applicants. This study examines theA‚Â effects of rejectionsA‚Â in online product testing programs and provides valuable insights for marketing research and practice. Based onA‚Â social psychological theoriesA‚Â and bothA‚Â qualitative and quantitative studies, Kira Louisa KA?ÂLpper investigates theA‚Â divergent effectsA‚Â of rejections in these programs. The findings reveal that companies must anticipate bothA‚Â negative and positive consequencesA‚Â when rejecting applicants. A rejection can influence not only theA‚Â purchase intentionA‚Â but also theA‚Â intention to spread word of mouthA‚Â of the rejected applicants. The results highlight the influencing factors and offer guidance for effective program design.
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