Do the Ones We Love Sometimes Hurt Us the Most: the Role of Relationship Norms on Consumers’ Perception of Fairness and Brand Evaluations

Pankaj Aggarwal, University of Toronto
EXTENDED ABSTRACT - Prior work on fairness perceptions has found that in order to assess overall fairness of an event, people sometimes focus on distribution of the final outcome while at other times they focus on how they are treated by others in their interaction. This distinction between distributive fairness and interactional fairness can be of particular importance in a brand context since a better understanding of what influences a consumer’s perceptions of fairness would go a long way in not just managing consumer complaints but also improving the long-term health of the brand.
[ to cite ]:
Pankaj Aggarwal (2004) ,"Do the Ones We Love Sometimes Hurt Us the Most: the Role of Relationship Norms on Consumers’ Perception of Fairness and Brand Evaluations", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 430-430.