Negative and Positive Effects of Rejections in Online Product Testing Programs

Online product testing programshave evolved into a significant marketing tool, allowing consumers to apply to test products for free or at a discounted rate in exchange for providing reviews or completing surveys. These programs aim to gather valuable feedback to enhance product and brand awareness and image. However, not every applicant can be selected as a tester. Companies often have to send out rejections to applicants. This study examines theeffects of rejectionsin online product testing programs and provides valuable insights for marketing research and practice. Based onsocial psychological theoriesand bothqualitative and quantitative studies, Kira Louisa Küpper investigates thedivergent effectsof rejections in these programs. The findings reveal that companies must anticipate bothnegative and positive consequenceswhen rejecting applicants. A rejection can influence not only thepurchase intentionbut also the intention to spread word of mouthof the rejected applicants. The results highlight the influencing factors and offer guidance for effective program design.