Show, Don't Tell: Education and Physical Exposure Effects in Remanufactured Product Markets

Forthcoming at Journal of Operations Management

28 Pages Posted: 16 Sep 2020 Last revised: 18 Mar 2023

See all articles by Huseyn Abdulla

Huseyn Abdulla

The University of Tennessee, Knoxville

James Abbey

Texas A&M University - Mays Business School

Selin Atalay

Frankfurt School of Finance and Management

Meg Meloy

Pennsylvania State University - Smeal College of Business

Date Written: March 16, 2023

Abstract

We study the effectiveness of two theoretically and practically relevant interventions designed to increase familiarity with and thereby stimulate the appeal of and willingness to pay (WTP) for remanufactured (refurbished) consumer products that are often found repulsive by consumers: 1) educating consumers about the remanufacturing process, 2) providing physical exposure to remanufactured products. We find that education does not cause an increase in the appeal of and WTP for remanufactured consumer products. Providing physical exposure to remanufactured products, relative to text and text-plus picture or video modalities, significantly increases both the appeal and WTP as a result of increasing perceived quality and decreasing disgust. Sellers can benefit from marketing remanufactured consumer products through physical channels (i.e., brick-and-mortar, outlet, showroom stores) as opposed to solely through online channels, which is the common practice among many sellers.

Keywords: sustainability, circular economy, remanufacturing, behavioral operations management

Suggested Citation

Abdulla, Huseyn and Abbey, James and Atalay, A. Selin and Meloy, Meg, Show, Don't Tell: Education and Physical Exposure Effects in Remanufactured Product Markets (March 16, 2023). Forthcoming at Journal of Operations Management, Available at SSRN: https://ssrn.com/abstract=3666732 or http://dx.doi.org/10.2139/ssrn.3666732

Huseyn Abdulla (Contact Author)

The University of Tennessee, Knoxville ( email )

916 Volunteer Blvd
Knoxville, TN 37916
United States

HOME PAGE: http://www.huseynabdulla.com

James Abbey

Texas A&M University - Mays Business School ( email )

320P
MS 4217
College Station, TX 77843
United States

HOME PAGE: http://www.jamesabbey.com

A. Selin Atalay

Frankfurt School of Finance and Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany
60322 (Fax)

Meg Meloy

Pennsylvania State University - Smeal College of Business ( email )

University Park, PA 16802
United States

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