Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Evaluation of product testing programs as an effective marketing tool - Negative and positive effects of rejections in product testing programs

Published: May 24, 2023


Kira Küpper, University of Wuppertal; Ina Garnefeld, University of Wuppertal; Lena Steinhoff, Paderborn University


Product testing programs – defined as marketing programs in which customers apply for receiving a free product in exchange for writing online reviews – have evolved as a popular marketing tool. Companies typically only offer a limited number of free test products and not every applicant can be selected. Analyzing consequences of such rejections by companies is important, since our theoretical analysis, two experimental studies and one field study show both positive and negative consequences of rejecting applicants for companies. On the one hand, compared to non-applicants, rejected participants become skeptical, which decreases their purchase intentions and increase their negative word-of-mouth intentions. On the other hand, rejected applicants feel a higher commitment, which increases their purchase intentions. Further, we identified the price of the test product and the number of rejections as important contextual variables that should be considered.