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Negative and Positive Effects of Rejections in Online Product Testing Programs

By Küpper, Kira Louisa

Negative and Positive Effects of Rejections in Online Product Testing Programs Law

Negative and Positive Effects of Rejections in Online Product Testing Programs

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Description
Online product testing programs have evolved into a significant marketing tool, allowing consumers to apply to test products for free or at a discounted rate in exchange for providing reviews or completing surveys. These programs aim to gather valuable feedback to enhance product and brand awareness and image. However, not every applicant can be selected as a tester. Companies often have to send out rejections to applicants. This study examines the effects of rejections in online product testing programs and provides valuable insights for marketing research and practice. Based on social psychological theories and both qualitative and quantitative studies, Kira Louisa Küpper investigates the divergent effects of rejections in these programs. The findings reveal that companies must anticipate both negative and positive consequences when rejecting applicants. A rejection can influence not only the purchase intention but also the intention to spread word of mouth of the rejected applicants. The results highlight the influencing factors and offer guidance for effective program design. The Author Dr. Kira Louisa Küpper earned her doctorate under Prof. Dr. Ina Garnefeld at the Chair of Business Administration, specializing in Service Management, at the Faculty of Business and Economics – Schumpeter School of Business and Economics at the University of Wuppertal. Her research focused on marketing and e-commerce. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.
Product details
Binding:
Paperback
Number of Pages:
148
Release Date:
2025-09-27
Publication Date:
2025-09-27
Publisher:
Springer
Languages:
Original: English
ISBN10:
3658492767
ISBN13:
9783658492762
GPSR Manufacturer Reference:
[email protected]
Weight:
202 g
Height:
148 cm
Width:
210 cm
Thickness:
9 cm
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