The Bad Side of Good: When More Experience Hurts Brands and Marketplace Agents

Our framework asserts that for an omission error, observers penalize (in the form of decreased trust perceptions) experienced brands/agents more severely than inexperienced brands/agents. The mechanism responsible for this effect is that such errors are more likely to be viewed as intentional attempts to deceive when committed by experienced brands/agents.



Citation:

Jungim Mun, Charles Lindsey, and Mike Wiles (2012) ,"The Bad Side of Good: When More Experience Hurts Brands and Marketplace Agents", 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: 1134-1134.

Authors

Jungim Mun, State University of New York Buffalo, USA
Charles Lindsey, State University of New York Buffalo, USA
Mike Wiles, Arizona State University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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