Situational Influences on Evaluations of Customer Misbehavior

Consumer misbehavior has been little studied despite having been identified as an important yet neglected topic. This article investigates how the situational context such as social size, tie strength, and consumption goals, influence a consumer’s reaction to other-customer misbehavior. Empirical data demonstrates that incidents of other-customer misbehavior make people sensitive to the strength of ties with their social companions. Consumers accompanied by weak tie companions are influenced by the size of the group and consumption goals, more than those with strong tie companions.


Wen-Hsien Huang, Ying-Ching Lin, and Yi-Ching Wang (2011) ,"Situational Influences on Evaluations of Customer Misbehavior", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 127-128.


Wen-Hsien Huang, Department of Marketing, National Chung Hsing University
Ying-Ching Lin, Department of Business Administration, National Dong Hwa University
Yi-Ching Wang, Department of Marketing, National Chung Hsing University


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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