Rejecting a Job Applicant Can Drive Away a Potential Consumer: Organization Brand Rejection

This paper examines the interaction effect of the organizational rejection and applicants’ self-esteem on their product evaluation and WOM intention as consumers. We found that high (vs. low) self esteem individuals perceived rejection with detailed reasons to be less just, therefore, evaluated the products of the rejecting company more negatively.



Citation:

Wendy Yan, Fang Wan, and Amitava Chattopadhyay (2015) ,"Rejecting a Job Applicant Can Drive Away a Potential Consumer: Organization Brand Rejection", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 814-814.

Authors

Wendy Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Amitava Chattopadhyay, INSEAD, Singapore



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

N13. Smaller Self but Larger Tips? The Effect of Awe on Consumers’ Tipping Intention

Ran Li, Chinese University of Hong Kong, China

Read More

Featured

Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, 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.