How Does the Presence of a Guarantee Cue Impact Evaluations of a Retailer?: It Depends on Cue Typicality and the Reputation Cue’s Valence


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This research proposes and tests a framework to understand how one type of low-scope cue, a guarantee, impacts consumer's evaluations as a function of the retailer's reputation (high-scope cue). By examining the joint role of cue typicality and the high-scope cue's valence, this research provides a more comprehensive understanding of the impact of multiple cues on consumer's evaluations. results of three experiments across two domains support that a guarantee enhances a good reputation if the guarantee is atypical for that type of reputation and offsets a poor reputation if the guarantee is typical of that reputation type.


Business | Marketing

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