11-H: Being Good Versus Being the Better: Consumer Responses to Preferential Treatment.
This research shows that extent to which preferential treatment can lead to negative versus positive emotions. In particular, when a benefit given causes some harm to others, the positive effects of being advantaged are mitigated by the arousal of negative moral emotions which in turn decreasing customer satisfaction.
Vivian Pontes, Nicolas Pontes, and Dominique Greer (2017) ,"11-H: Being Good Versus Being the Better: Consumer Responses to Preferential Treatment.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1055-1055.
Vivian Pontes, QUT Business School, Australia
Nicolas Pontes, QUT Business School, Australia
Dominique Greer, QUT Business School, Australia
NA - Advances in Consumer Research Volume 45 | 2017
Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account
Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
Format Neglect?: How Different Rank Claim Formats Influence Preference
Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA