| Past studies have confirmed the strength of direct experience as a foundation for brand attitudes. But past research has not specified the processes nor identified the motivational antecedents for when and why a consumer may or may not want to try a product or service prior to purchase or even as a trial purchase. It is important to determine these motivational antecedents before processes and outcomes can be known.; This research uses an information search perspective to identify the circumstances when product trial is likely to occur and to specify the outcomes of the trial experience. A product trial model is developed incorporating a comprehensive list of variables that may affect consumers' decisions to engage in trials. Specifically, three variables are selected for testing (mood, brand expectations, and disconfirmation of trial expectations) to determine their effect on satisfaction and attitude formation.; The results indicate that mood, brand expectations, and disconfirmation of trial expectations can affect subsequent postconsumption behavior individually and through interaction with each other. The research has important implications for marketers and retailers. These groups will have to be more aware of their product trial settings, paying careful attention to what consumers expect of the store, store personnel, and product information available at the point-of-purchase. If consumers feel rushed or feel that they are being ignored, they may take their frustrations out on the product evaluation even though the product may not have performed poorly at all. This type of condition could enhance a consumer's pre-existing negative mood or change a positive one to a negative one. The results could be a lost purchase, bad word-of-mouth about the retailer and the manufacturer, or both.; Since researchers have already shown that attitudes formed from direct experience with an object or product are stronger, are more confidently held, and are better predictors of behavior than those formed via indirect means such as advertising, it makes inherent sense to begin developing and testing a comprehensive product trial model to see under what conditions trial works best to influence purchase decisions. |
