The Effect of Anticipated Firm Interaction on Consumer Evaluations of the Firm

Sumitra Auschaitrakul, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada
We show that consumers with prior negative evaluations adjust their final evaluations upward when anticipated firm interaction is high. The mechanism underlying for positivity effect is perceived threat. In contrast, past research has shown a negativity effect when consumers expected to discuss with others whose views contradict to their view.
[ to cite ]:
Sumitra Auschaitrakul and Ashesh Mukherjee (2014) ,"The Effect of Anticipated Firm Interaction on Consumer Evaluations of the Firm", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 770-770.