When to present an extended warranty: Pre- vs
Kim and Nayakankuppam, Psychology & Marketing 40(9), 2023, 1821-1829. 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.
Kim and Nayakankuppam, Psychology & Marketing 40(9), 2023, 1821-1829. 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.
Written from the abstract (Crossref), 2026-11-10.
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Recorded when this source was checked, figures included, with page references and quotation marks removed.
post-purchasing a product. Psychology & Marketing, 40(9), 1821-1829. doi:10.1002/mar.21857 https://doi.org/10.1002/mar.21857