Social Treatment and Its Impact on Consumer Behavior

Monica Popa, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada
We explore social treatment in consumption settings and show that its impact goes beyond reactions to the person who administered it, influencing behavior in subsequent interactions. Our theoretical framework for social treatment is tested in laboratory and field experiments that offer process evidence for affect and perceived social efficacy.
[ to cite ]:
Monica Popa and Jennifer Argo (2011) ,"Social Treatment and Its Impact on Consumer Behavior", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.