“Want to Watch? You’Ve Got to Pay”: the Link Between Intrusiveness and Outcomes Typifying the Customer-Firm Relationship

Marco Lalos, University of Lausanne, Switzerland
Individuals' risk appraisal about products and services can be source of unwanted outcomes for firms. In particular, this research investigates the causal relationship between intrusiveness as an antecedent of risk and its effect on moderating constructs such as overall satisfaction, commitment and trust, and relevant outcomes which typify the customer-firm relationship. Building on the extant literature on intrusiveness and privacy, two tests were accomplished to ascertain the existence of intrusiveness perceived and its global effect on loyalty. This experiment delivered satisfying results which suggest that an effect due to intrusiveness could be lying beneath additional key construct and outcomes.
[ to cite ]:
Marco Lalos (2008) ,"“Want to Watch? You’Ve Got to Pay”: the Link Between Intrusiveness and Outcomes Typifying the Customer-Firm Relationship", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 989-990.