Not All That Glitters Is Golden: the Impact of Procedural Fairness Perceptions on Consumer Satisfaction With Favorable Outcomes

Pragya Mathur, Baruch College, USA
Veronika Ilyuk, Baruch College, USA
Eric Greenleaf, New York University, USA
Counter-intuitively, we suggest that even when consumers’ recognize the favorability of marketer activity, they may penalize the brand when the process used to arrive at the outcome is deemed unfair and fairness is salient. However, consumer-brand relationships (communal/exchange) affect the perceived procedural fairness of favorable outcomes.
[ to cite ]:
Pragya Mathur, Veronika Ilyuk, and Eric Greenleaf (2014) ,"Not All That Glitters Is Golden: the Impact of Procedural Fairness Perceptions on Consumer Satisfaction With Favorable Outcomes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 604-605.