To Recall or Not to Recall a Flawed Product: Corporate Responses and Consumer Perceptions of Toy Recalls
2012; Volume: 2; Issue: 6 Linguagem: Inglês
10.17265/2159-5542/2012.06.001
ISSN2159-5550
AutoresWilliam H. Murphy, Monica Popa,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoExamining parents’ reactions to incidents involving toy defects, the authors find that corporate strategies of handling product problems influence consumer attitudes and purchase intentions, and beneficial effects of recalling a product can arise for firms, particularly when the product problem is minor and the company response is strong. This research emphasizes that product recalls can be viewed not only from the disaster-mitigation perspective of prior literature, but also as opportunities for companies to realize market benefits by engaging in responsible recall behavior, forging better relationships with customers. Additionally, the authors find that individuals’ search for information following recall news is dependent on the product defect encountered.
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