Examining Consumer Response to Preferential Treatment Practices

The practice of preferential treatment (i.e., treating and serving some customers better than other customers) is popular but involves both philosophical controversies and empirical inconsistencies. This research systematically examines characteristics of preferential treatment, its impacts on emotions and cognitions, and the underlying mechanisms of these effects.


Lan Xia and Monika Kukar-Kinney (2012) ,"Examining Consumer Response to Preferential Treatment Practices", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1115-1115.


Lan Xia, Bentley University, USA
Monika Kukar-Kinney, University of Richmond, USA


NA - Advances in Consumer Research Volume 40 | 2012

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