Do I Like It If You Choose For Me? the Influence of Relationship Norms on Consumer Satisfaction

Pankaj Aggarwal, University of Toronto, Canada
Simona Botti, Cornell University
Prior research has shown that consumers are usually more satisfied with self-chosen than with other-chosen outcomes. This research tests for a potential moderator of this effect: the type of consumer-marketer relationship. Relative to a communal relationship (based on concern for the partner), an exchange relationship (based on quid pro quo) is perceived as a way to further one’s own interests. Results show that when the choice is made by the marketer rather than by consumers, consumers refer to the norms of their relationship with the marketer to make attributions about its motivations, which in turn are used to assess outcome satisfaction.
[ to cite ]:
Pankaj Aggarwal and Simona Botti (2007) ,"Do I Like It If You Choose For Me? the Influence of Relationship Norms on Consumer Satisfaction", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 161-162.