Consumer Affective Reactions to Product Problems When the Timing of Warranty Expiration Varies

An experiment explored how timing of product failure in relation to warranty coverage influences consumers’ affective reactions to product breakdowns. A total of 131 subjects read scenarios describing a recently purchased product needing repairs and the warranty coverage on the product. Consumers’ reactions to product breakdown were examined by collecting and analyzing the affects expressed in subjects’ thought listings (e.g., anger, happiness, defiance, regret). When the breakdown just missed being covered by the warranty subjects reported more anger compared to when the problem occurred within the warranty coverage period or long after warranty expiration. Conversely, when the breakdown occurred just prior to warranty expiration, subjects reported more happiness compared to when the breakdown occurred earlier.