Academic
Publications
How do people value extended warranties? Evidence from two field surveys

How do people value extended warranties? Evidence from two field surveys,10.1007/s11166-010-9094-9,Journal of Risk and Uncertainty,Marieke Huysentruyt

How do people value extended warranties? Evidence from two field surveys   (Citations: 1)
BibTex | RIS | RefWorks Download
Extended warranties are popular but expensive. This paper examines how consumers value these warranties, and asks whether economic considerations alone can account for their popularity. Results from two field surveys show that consumers greatly overestimate both the likelihood and the cost of product breakdown. However, these biases alone do not explain their willingness to buy warranties. In fact, we find evidence of probability neglect, in which warranty purchase decision depends on the magnitude of the possible consequences of not having insurance and not on the probability of having to suffer these consequences. The expected emotional benefits from having a warranty was the best predictor of purchase decision and willingness to pay. We also found that people with higher cognitive skills are less likely to overestimate the economic determinants of warranty value, yet are still highly influenced by emotional considerations when deciding whether to purchase a warranty.
Journal: Journal of Risk and Uncertainty - J RISK UNCERTAINTY , vol. 40, no. 3, pp. 197-218, 2010
Cumulative Annual
View Publication
The following links allow you to view full publications. These links are maintained by other sources not affiliated with Microsoft Academic Search.
Sort by: