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Are We More Willing to Forgive an Underdog? An Investigation of the Consequences of Second-Hand Product Failures

Year: 2026

Type: article

Abstract: As more firms enter the re-commerce market, selling second-hand products poses unique brand risks. This study explores how consumers respond to negative experiences with second-hand products sold by the original brand. Experimental results reveal that consumers are more forgiving of failures in second-hand than new products, leading to less negative word-of-mouth, higher purchase intentions, and more positive brand attitudes. This response is shaped by an ambivalent “underdog” image associated with pre-used products: perceived passion and determination enhances forgiveness, whereas perceived external disadvantage reduces it. The findings offer strategic insights for managing second-hand brand offerings.

Source: Journal of Global Marketing

DOI: 10.1080/08911762.2026.2723218

Authors: Sandra Baringhorst, Maximilian Friess, Manfred Schwaiger

Institutions: Ludwig-Maximilians-Universität München, Neu-Ulm University of Applied Sciences

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: hybrid

OpenAlex ID: W7212405124

FWCI:

Cites: 65

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