Friend Or Firm: When Friendliness Reduces Comfort Perceptions During Sales Interactions

It is generally believed that friendly firms facilitate positive consumer responses. However, this may not always be true. This research suggests that friendly firms may make consumers feel less comfortable as consumers may not view firms as especially meaningful relationship partners even though friendliness is normally a desirable interpersonal exchange.


Suzanne Rath, Laurence Ashworth, Matthew Philp, and Nicole Robitaille (2016) ,"Friend Or Firm: When Friendliness Reduces Comfort Perceptions During Sales Interactions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 755-755.


Suzanne Rath, Queen's University, Canada
Laurence Ashworth, Queen's University, Canada
Matthew Philp, HEC Montreal, Canada
Nicole Robitaille, Queen's University, Canada


NA - Advances in Consumer Research Volume 44 | 2016

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