Mere Proactivity Effects of Sales-Related Service Offerings: a Field Experiment

Walter Herzog, WHU-Otto Beisheim School of Management, Germany
Maik Hammerschmidt, University of Mannheim, Germany
Conventional wisdom suggests that proactively offering pre-sales services such as product trials encourages customers to test new products, thereby stimulating repurchases. We show, however, that the mere act of proactively reaching out to customers is a double-edged sword and provide evidence on positive and negative “mere proactivity effects”.
[ to cite ]:
Walter Herzog and Maik Hammerschmidt (2011) ,"Mere Proactivity Effects of Sales-Related Service Offerings: a Field Experiment", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.