We study the effectiveness of two theoretically and practically relevant interventions designed to increase familiarity with and thereby stimulate the appeal of and willingness to pay (WTP) for remanufactured (refurbished) consumer products that are often found repulsive by consumers: (1) educating consumers about the remanufacturing process, (2) providing physical exposure to remanufactured products. We find that education does not cause an increase in the appeal of and WTP for remanufactured consumer products. Providing physical exposure to remanufactured products, relative to text and text-plus picture or video modalities, significantly increases both the appeal and WTP as a result of increasing perceived quality and decreasing disgust. Sellers can benefit from marketing remanufactured consumer products through physical channels (i.e., brick-and-mortar, outlet, showroom stores) as opposed to solely through online channels, which is the common practice among many sellers.

中文翻译：

---

展示，而不是讲述：再制造产品市场中的教育和身体暴露效应

我们研究了两种理论和实践相关干预措施的有效性，这些干预措施旨在提高消费者对再制造（翻新）消费品的熟悉度，从而刺激其吸引力和支付意愿（WTP），而这些产品往往被消费者排斥：（1）教育消费者再制造过程，(2) 提供对再制造产品的物理接触。我们发现，教育并不会导致再制造消费品的吸引力和支付意愿增加。相对于文本和文本加图片或视频模式，提供对再制造产品的物理接触，由于提高了感知质量并减少了厌恶感，从而显着提高了吸引力和支付意愿。卖家可以通过实体渠道（即实体店、直销店、陈列室）营销再制造消费品，而不是仅仅通过在线渠道，这是许多卖家的常见做法。