Accentuate the Positive: How Identity Affects Customer Satisfaction

We examine how identity-based marketing moderates the impact of product experience on customer satisfaction. The results of six experiments show that identity increases satisfaction with a positive but not negative experience, and perceived product performance mediates this interactive effect. We also test boundary conditions on the phenomenon.



Citation:

Tilottama G. Chowdhury, Kalpesh K. Desai, and Lisa Bolton (2012) ,"Accentuate the Positive: How Identity Affects Customer Satisfaction", 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: 993-994.

Authors

Tilottama G. Chowdhury, Quinnipiac University, USA
Kalpesh K. Desai, State University of New York, Binghamton, USA
Lisa Bolton, Pennsylvania State University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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