Negative and Positive Effects of Rejections in Online Product Testing Programs
摘要
Online product testing programs have evolved into a significant marketing tool, allowing consumers to apply to test products for free or at a discounted rate in exchange for providing reviews or completing surveys. These programs aim to gather valuable feedback to enhance product and brand awareness and image. However, not every applicant can be selected as a tester. Companies often have to send out rejections to applicants. This study examines the effects of rejections in online product testing programs and provides valuable insights for marketing research and practice. Based on social psychological theories and both qualitative and quantitative studies, Kira Louisa Küpper investigates the divergent effects of rejections in these programs. The findings reveal that companies must anticipate both negative and positive consequences when rejecting applicants. A rejection can influence not only the purchase intention but also the intention to spread word of mouth of the rejected applicants. The results highlight the influencing factors and offer guidance for effective program design.