E-cars in carsharing can serve as a promoter of e-mobility
Access-based services (ABS) are growing in popularity, particularly in the mobility-context. For the manufacturer, however, they are costly to offer, and it is unclear whether they additionally can be instrumentalized to trigger consumer adoption of new product offers such as e-cars. In a field study and a lab experiment Adrian Lehr (KPMG), Marion Büttgen (University of Hohenheim), Sabine Benoit (Surrey Business School) and Katrin Merfeld (EBS University) show that using ABS leads to unintended product trials (e.g., driving an e-car during carsharing usage) that spill over to consumers’ product and brand perception as well as purchase intention.
They find the support that using ABS can be an effective means to allow consumers to trial and positively experience (new) products, which can improve their attitudes and increase the likelihood of future purchases. In the journal Psychology and Marketing you can read more about their findings in the paper “Spillover effects from unintended trials on attitude and behaviour: Promoting new products through access-based services”.