Identifying Negative Products: Do Customers Like to Purchase Your Products
Abstract
Describes how negative products/services are perceived by consumers as an unpleasant necessity to avoid or reduce a disutility, the negative concept being based on the behavioural modification phenomena of negative reinforcement. Examines empirical data on 14 product categories associated with negative perception. Suggests a pragmatic method for marketers to distinguish between negativeand positive products in order to aid the making of effective strategic and tactical decisions for promotion, distribution, sales training and pricing.
Keywords
Citation
Widrick, S. and Fram, E. (1992), "Identifying Negative Products: Do Customers Like to Purchase Your Products", Journal of Product & Brand Management, Vol. 1 No. 1, pp. 43-50. https://doi.org/10.1108/10610429210036681
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited