TY - JOUR AB - 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. VL - 1 IS - 1 SN - 1061-0421 DO - 10.1108/10610429210036681 UR - https://doi.org/10.1108/10610429210036681 AU - Widrick Stanley AU - Fram Eugene PY - 1992 Y1 - 1992/01/01 TI - Identifying Negative Products: Do Customers Like to Purchase Your Products T2 - Journal of Product & Brand Management PB - MCB UP Ltd SP - 43 EP - 50 Y2 - 2024/03/29 ER -