Accentuate the Positive: How Identity Affects Customer Satisfaction

Tilottama G. Chowdhury, Quinnipiac University, USA
Kalpesh K. Desai, State University of New York, Binghamton, USA
Lisa Bolton, Pennsylvania State University, USA
We examine how identity-based marketing moderates the impact of product experience on customer satisfaction. The results of six experiments show that identity increases satisfaction with a positive but not negative experience, and perceived product performance mediates this interactive effect. We also test boundary conditions on the phenomenon.
[ to cite ]:
Tilottama G. Chowdhury, Kalpesh K. Desai, and Lisa Bolton (2012) ,"Accentuate the Positive: How Identity Affects Customer Satisfaction", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 993-994.