Consumer Reactions Towards Preferential Treatment

We investigate consumers’ responses towards receiving preferential treatment. We show that social discomfort can emerge when the treatment is experienced in public. This effect is moderated by whether the treatment is witnessed, and how justified it is. We suggest the mechanism is a concern about unfavorable evaluations from other consumers.


Lan Jiang, JoAndrea (Joey) Hoegg, and Darren W. Dahl (2012) ,"Consumer Reactions Towards Preferential Treatment", 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: 209-212.


Lan Jiang, University of Oregon, USA
JoAndrea (Joey) Hoegg, University of British Columbia, Canada
Darren W. Dahl, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More


Unintended Customer Consequences of Corporate Lobbying

Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada

Read More


With or Without You: When Second Person Pronouns Engage Listeners

Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.