When Firms Disadopt Consumers: Exploring How Consumers Respond to Firm-Initiated Relationship Disengagement

Martin Mende, University of Kentucky, USA
Maura Scott, University of Kentucky, USA
Katherine Lemon, Boston College, USA
Scott Thompson, University of Georgia, USA
Firms increasingly disadopt consumers, disengaging from or ending the relationship with them. Two studies (a field study from Sprint’s customer disadoption and an experiment) show that consumer responses to disadoption are influenced by judgments of deservingness, and by how and why firms disadopt consumers. Consumer-perceived firm integrity mediates this process.
[ to cite ]:
Martin Mende, Maura Scott, Katherine Lemon, and Scott Thompson (2012) ,"When Firms Disadopt Consumers: Exploring How Consumers Respond to Firm-Initiated Relationship Disengagement", 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: 313-317.