På jakt efter den produkt som flytt - en studie om uppskjuten produktlansering och dess effekter

Sammanfattning: Many product launches are postponed today, however very little research regarding to customer responses to such events has been carried out. The purpose of this paper is to investigate how people react to a postponed product launch. An experimental study of responses to a postponed launch of a mobile phone, a mineral water and a music album is used to investigate customer reactions. The respondents exposed to the postponed launch showed a higher value of reactance. This reactance affects the attitude, purchase intention and perceived quality of the product in a negative way. The study also shows signs on a spillover effect where these more negative feelings towards the new product negatively affect the evaluation of other products in the same brand family.The results reveal several interesting findings that can contribute to this research field. However further research, with different product categories and different variables, is encouraged.