DOI: 10.17265/2159-5542/2012.06.001
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William H. Murphy, Monica M. Popa

Abstract: Examining parents' reactions to incidents involving toy defects, the authors find that corporate strategies of handling product problems influence consumer attitudes and purchase intentions, and beneficial effects of recalling a product can arise for firms, particularly when the product problem is minor and the company response is strong.This research emphasizes that product recalls can be viewed not only from the disaster-mitigation perspective of prior literature, but also as opportunities for companies to …

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