Assuring me that it is as ‘Good as New’ just makes me think about how someone else used it. Examining consumer reaction toward marketer‐provided information about secondhand goods

Abstract The current study explores consumer reaction to marketer‐provided information regarding secondhand products. Contamination fears and repugnance have not been addressed at length in consumer research. This study seeks to understand why consumers react negatively to used goods from a perspective of the Accessibility and Diagnosticity of information, addressing the issue of consumer reaction elicited by information about contamination of those goods by others. Specifically, it looks at the process of information processing in consumer reaction to marketer‐provided information, assuring them that secondhand goods are as good as new. Two studies were done to determine the difference in consumer reaction to information about a pair of pants between three conditions: used pants, used pants with assurance that they are as good as new and new pants. Results find that consumers may react negatively to positive marketer‐provided information, even if they believe it. Even though marketer‐provided information can persuade consumers to believe that a secondhand product is as good as new, consumer reaction is more negative than if consumers saw no such information. Negative emotions revolving around perceived contamination are elicited by this information that influences consumer reaction seemingly independent of beliefs about used goods. These results have implications for understanding the impact of information processing on consumer reaction to secondhand goods and to marketing communications in general. Copyright © 2016 John Wiley & Sons, Ltd.