The Bad Side of Good: When More Experience Hurts Brands and Marketplace Agents

Jungim Mun, State University of New York Buffalo, USA
Charles Lindsey, State University of New York Buffalo, USA
Mike Wiles, Arizona State University, USA
Our framework asserts that for an omission error, observers penalize (in the form of decreased trust perceptions) experienced brands/agents more severely than inexperienced brands/agents. The mechanism responsible for this effect is that such errors are more likely to be viewed as intentional attempts to deceive when committed by experienced brands/agents.
[ to cite ]:
Jungim Mun, Charles Lindsey, and Mike Wiles (2012) ,"The Bad Side of Good: When More Experience Hurts Brands and Marketplace Agents", 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: 1134-1134.