TGTBTToo Good to be Threw (resale industry)
TGTBTToo Good to Be True
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References in periodicals archive ?
This is a slight modification of the Shimp and Bearden (1982) TGTBT hypothesis.
Our results are consistent with the TGTBT effect that was first suggested by Shimp and Bearden (1982) and later observed by Purohit and Srivastava (2001) in an in-store context.
There was even a more pronounced TGTBT effect for product quality: not only was there no improvement in perceptions of quality among customers of retailers with weak reputations who offered warranties but there was an actual decay in consumer evaluations of product quality.