Dongeun Kim

Dongeun Kim

Dongeun Kim is a researcher and first author of the 2023 Psychology & Marketing paper on when to present an extended warranty.

Who they are

The work of Dongeun Kim reaches this site through the paper listed below. The name is tied to Warranty Offer Timing, Extended Warranty.

Key papers

Kim, D., & Nayakankuppam, D. (2023). When to present an extended warranty: Pre- vs. post-purchasing a product. Psychology & Marketing, 40(9), 1821-1829. What it reports: Four studies using scenarios and behavioural measures. Consumers were more inclined to buy an extended warranty before committing to a product than after; before committing they think more about failures, after committing about positive features. Authors suggest offering warranties pre-purchase may raise sales.

Key ideas

Warranty Offer Timing: The finding that consumers are more inclined to buy cover when it is offered before they commit to a product than after.

Extended Warranty: An optional contract sold with a product that promises repair or replacement for a set period beyond the standard cover.

Sources

  1. Kim, D., & Nayakankuppam, D. (2023). When to present an extended warranty: Pre- vs. post-purchasing a product. Psychology & Marketing, 40(9), 1821-1829.