The Use of Extrinsic Cues to Facilitate Product Adoption
通过两个实地实验，研究了产品保修、制造商声誉和价格如何影响消费者对新产品的风险感知和情感反应，发现保修等外部线索能有效降低风险感知并提升情感反应。
Two field experiments were conducted to explore the effects of varying levels of product warranty, manufacturer reputation, and price on consumers’ risk perceptions and affective responses to new product concepts. Data were collected from a consumer panel in a new product concept test format for a tire product and for a computerized exercise device. Results from structural equation analyses reveal the important role of warranties and other extrinsic cues in reducing consumers’ risk perceptions and enhancing their affective responses to innovative product concepts.