The Unexpected Impact of User Manual At the Pre-Purchase Stage on Product Evaluation and Purchase Intention: an Exploratory Study

In order to better understand capability and usability of a product, an increasing number of consumers read user manuals at the pre-purchase stage. The objective of this exploratory research is (i) to understand the impact of reading user manual at the pre-purchase stage on product evaluation and purchase intention and (ii) to investigate mediating and moderating effects. In an experiment, we found that user manual exposure may positively influence product evaluation and purchase intention, as long as the perceived pedagogical quality of the manual is high. User manual evoked usage vividness and perceived customer education are mediating this effect.



Citation:

Benoit Aubert, Olivier Trendel, and Daniel Ray (2009) ,"The Unexpected Impact of User Manual At the Pre-Purchase Stage on Product Evaluation and Purchase Intention: an Exploratory Study", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 944-945.

Authors

Benoit Aubert, Grenoble Ecole de Management / Customer Equity Institute, France
Olivier Trendel, Grenoble Ecole de Management / Customer Equity Institute, France
Daniel Ray, Grenoble Ecole de Management / Customer Equity Institute, France



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Featured

C4. The role of attachment to a human brand in improving eating habits

Amélie Guèvremont, École des Sciences de la Gestion, UQAM

Read More

Featured

Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions

James A Mourey, DePaul University, USA
Ari Waldman, New York Law School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.