Impact of reassurance policies provided by the retail outlets on consumer decision making process

Abstract

Various sales promotional activities are done by the product manufacturers as well as the retailers. The main aim of these activities is to increase the repeat purchases. One among such promotional activity is the reassurance given to products in the form of warranties and guarantees. The concept used is instrumental conditioning wherein the positive reinforcement in the form of reassurance evokes the desired response from the consumers (purchase of the product). This work is used to analyze how actually instrumental conditioning plays a part in the decision making process of the consumers and what is the part played by cognitive processing when it comes to deals.