The Effect of Option Attachment on Undesirable Services
Автор:Nigel Venrooij Год: 2011 Издание:LAP Lambert Academic Publishing Страниц: 72 ISBN: 9783845441870 Have you ever experienced that choosing felt like losing? Our common sense tells us to consider options closely when buying a product. Nevertheless, we all experienced feelings of discomfort as soon as we have chosen one alternative over others. This effect is called option attachment: by extensively elaborating on different options, consumers will be less satisfied with their chosen option afterwards. However, only desirable product options are examined regarding the theory of option attachment. Undesirable options, services and the role of personal involvement were never investigated, until now. The current research, addressed in this book, examines the effect of option attachment on services, in an undesirable context and takes the role of personal involvement into account. The examined theory en presented research contribute mostly to the field of consumer behavior. Marketing professionals, students, professors, marketing managers and anyone else who is interested in the role of...
