Durée de vie anormalement courte du produit : Effets sur la relation à la marque et perceptions de responsabilité

Abstract

When the product wears out prematurely for technical reasons, the negative reactions of the consumer may be detrimental to the brand. However, product life duration, as an experience attribute of the product, has complex effects on the consumer's attitudes and behaviors, and several factors may moderate those effects. The present exploratory study enlightens the variables determining consumer expectations about life duration, and those moderating the effects of abnormally short product duration on consumer response. The perceived responsibility and intention of the firm, especially when planned obsolescence practices are suspected by the consumer, may also moderate the consumer's reactions. (English) [ABSTRACT FROM AUTHOR]