Double-Edged Nature of Free Perks: Consumer Entitlement and Its Consequences in the Marketplace

Alexandra Polyakova, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
In this paper we argue that preferential treatment elevates the sense of entitlement among consumers which leads to questionable behaviour across different domains. We study the effect of entitlement on different groups of customers based on their past relationships with a firm and examine why this effect occurs.
[ to cite ]:
Alexandra Polyakova, Andrea Ordanini, and Zachary Estes (2014) ,"Double-Edged Nature of Free Perks: Consumer Entitlement and Its Consequences in the Marketplace", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 644-645.