11-H: Being Good Versus Being the Better: Consumer Responses to Preferential Treatment.

Vivian Pontes, QUT Business School, Australia
Nicolas Pontes, QUT Business School, Australia
Dominique Greer, QUT Business School, Australia
This research shows that extent to which preferential treatment can lead to negative versus positive emotions. In particular, when a benefit given causes some harm to others, the positive effects of being advantaged are mitigated by the arousal of negative moral emotions which in turn decreasing customer satisfaction.
[ to cite ]:
Vivian Pontes, Nicolas Pontes, and Dominique Greer (2017) ,"11-H: Being Good Versus Being the Better: Consumer Responses to Preferential Treatment.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1055-1055.