Abstract
This research examines contamination as a barrier to renting. Participants evaluated a car rental where cleaning supplies were explicitly/not described and evidence of prior user was present or absent. Participants viewed the company more favorably and were willing to pay more when the prior user was not made salient.
| Original language | American English |
|---|---|
| State | Published - 5 Oct 2013 |
| Externally published | Yes |
| Event | Association for Consumer Research Conference - Duration: 5 Oct 2013 → … |
Conference
| Conference | Association for Consumer Research Conference |
|---|---|
| Period | 5/10/13 → … |
EGS Disciplines
- Marketing