Product Retention (Vs. Acquisition) Choices and Preference For Person-Related Features
Consumers regularly make choices about owned products (e.g., which of the sneakers bought through Zappos.com to retain). Prior research focused on cases of pre-ownership choice (acquisition), leaving post-ownership choice (retention) understudied. Across four studies, product features that people can identify with (e.g., “smartness”) were more important in retention (vs. acquisition).
Citation:
Liad Weiss (2018) ,"Product Retention (Vs. Acquisition) Choices and Preference For Person-Related Features", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 847-848.
Authors
Liad Weiss, University of Wisconsin - Madison, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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