Improving the Effect of Guarantees: The Role of a Retailer's Reputation

Anne L. Roggeveen, Ronald C. Goodstein, Dhruv Grewal

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

This research examines the interaction of two cues, retailer reputation and guarantees on evaluations. Extending Mandler's (1982) incongruity framework, we illustrate across three studies how moderately incongruent signals can be combined to enhance evaluations. Unique to our application of moderate incongruity, however, is the fact that guarantee cues can be incongruent with the retailer's reputation, in terms of domain (e.g., price matching guarantee (PMG) offered by provider whose reputation is based on service, not pricing) or valence (e.g., PMG offered by retailer known for carrying expensive merchandize). This dual perspective on the source of incongruity (domain or valence) is important and highlights when guarantees enhance evaluations.

Original languageEnglish
Pages (from-to)27-39
Number of pages13
JournalJournal of Retailing
Volume90
Issue number1
Early online date18 Jan 2014
DOIs
Publication statusPublished - 1 Mar 2014

Keywords

  • Congruity
  • Guarantees
  • Retailer reputation

ASJC Scopus subject areas

  • Marketing

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