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Identifying Negative Products: Do Customers Like to Purchase Your Products

Stanley Widrick (The J. Warren McClure Professor of Marketing at Rochester Institute of Technology.)
Eugene Fram (Chairman of the Department of Marketing and Professor of Marketing and Management in the College of Business at Rochester Institute of Technology.)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 January 1992



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.



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.




Copyright © 1992, MCB UP Limited

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