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.



Citation:

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.

Authors

Vivian Pontes, QUT Business School, Australia
Nicolas Pontes, QUT Business School, Australia
Dominique Greer, QUT Business School, Australia



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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