CONSUMER AFFECTIVE REACTIONS TO PRODUCT PROBLEMS WHEN THE TIMING OF WARRANTY EXPIRATION VARIES

An experiment explored how timing of product failure in relation to wa rranty coverage influences consumers' affective reactions to product b reakdowns. A total of 131 subjects read scenarios describing a recentl y purchased product needing repairs and the warranty coverage on the p roduct. Consumers' reactions to product breakdown were examined by col lecting and analyzing the affects expressed in subjects' thought listi ngs (e.g., anger, happiness, defiance, regret). When the breakdown jus t missed being covet-ed by the warranty subjects reported more anger c ompared to when the problem occurred within the warranty coverage peri od or long after warranty expiration. Conversely, when the breahdown o ccurred just prior to warranty expiration, subjects reported more happ iness compared to when the breahdown occurred earlier. (C) 1998 Elsevi er Science Inc.