Who Washes a Rental Car? Contamination As a Barrier to Renting

Leslie Koppenhafer, University of Oregon, USA
This research examines contamination as a barrier to renting. Participants evaluated a car rental where cleaning supplies were explicitly/not described and evidence of prior user was present or absent. Participants viewed the company more favorably and were willing to pay more when the prior user was not made salient.
[ to cite ]:
Leslie Koppenhafer (2013) ,"Who Washes a Rental Car? Contamination As a Barrier to Renting", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.