Rejecting a Job Applicant Can Drive Away a Potential Consumer: Organization Brand Rejection

Wendy Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Amitava Chattopadhyay, INSEAD, Singapore
This paper examines the interaction effect of the organizational rejection and applicants’ self-esteem on their product evaluation and WOM intention as consumers. We found that high (vs. low) self esteem individuals perceived rejection with detailed reasons to be less just, therefore, evaluated the products of the rejecting company more negatively.
[ to cite ]:
Wendy Yan, Fang Wan, and Amitava Chattopadhyay (2015) ,"Rejecting a Job Applicant Can Drive Away a Potential Consumer: Organization Brand Rejection", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 814-814.