Consumer Reactions Towards Preferential Treatment

Lan Jiang, University of Oregon, USA
JoAndrea (Joey) Hoegg, University of British Columbia, Canada
Darren W. Dahl, University of British Columbia, Canada
We investigate consumers’ responses towards receiving preferential treatment. We show that social discomfort can emerge when the treatment is experienced in public. This effect is moderated by whether the treatment is witnessed, and how justified it is. We suggest the mechanism is a concern about unfavorable evaluations from other consumers.
[ to cite ]:
Lan Jiang, JoAndrea (Joey) Hoegg, and Darren W. Dahl (2012) ,"Consumer Reactions Towards Preferential Treatment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 209-212.