Gone But Not Forgotten: Caribbean Consumer Reactions to Retro-Marketing
This study's goal was to determine which factors related to a product’s discontinuation affect purchase intentions after reintroduction. We found that across hedonic and utilitarian product categories, switching costs and the quality of the discontinuation implementation process are influential. Counterintuitively, a stronger negative emotional response to discontinuation increased purchase intentions.
Marvin Pacheco and Tobago Barney Pacheco (2017) ,"Gone But Not Forgotten: Caribbean Consumer Reactions to Retro-Marketing ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 118-119.
Marvin Pacheco, The University of the West Indies, Trinidad
Tobago Barney Pacheco, The University of the West Indies, Trinidad & Tobago
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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