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022 _a00935301
040 _aMSU
_bEnglish
_cMSU
_erda
050 0 0 _aHF5415.3 JOU
100 1 _aJiang, Lan
_eauthor
245 1 4 _aConsumer reaction to unearned preferential treatment /
_ccreated by Lan Jiang, JoAndrea Hoegg and Darren W. Dahl
264 1 _aOxford :
_bOxford University Press,
_c2013.
336 _2rdacontent
_atext
_btxt
337 _2rdamedia
_aunmediated
_bn
338 _2rdacarrier
_avolume
_bnc
440 _aJournal of consumer research
_vVolume 40, number 2,
520 3 _aPrior research on consumer response to preferential treatment has focused on treatment that has been earned through loyalty or effort, and most of this work has reported positive outcomes for recipients. Unearned preferential treatment (e.g., receiving a surprise discount, getting a free upgrade), in contrast, has received little attention. The current research demonstrates that, although receiving unearned preferential treatment does generate positive reactions, it is not always an entirely pleasurable experience. Results from four experiments show that when unearned preferential treatment is received in front of others, the positive feelings of appreciation for the treatment can be accompanied by feelings of social discomfort stemming from concerns about being judged negatively by other customers. These feelings of discomfort can reduce satisfaction with a shopping experience and affect purchasing behaviors. The negative impact of unearned preferential treatment on satisfaction is moderated by the characteristics and reactions of those observers.
650 _aSpecial offers
_vLoyalty program
_xConsumer preferences
700 1 _aHoegg, JoAndrea
_eco author
700 1 _aDahl, Darren W.
_eco author
856 _uhttps://doi.org/10.1086/670765
942 _2lcc
_cJA
999 _c169108
_d169108