Understanding Positivity Effects of Firm-Sponsored Satisfaction Surveys on Customer Behavior

Participation in a firm-sponsored satisfaction survey has been shown to result in a positivity effect, i.e., in more firm-related behaviors afterward relative to non-participants even when respondents express dissatisfaction. In this research, we examine why the positivity effect occurs. Results provide evidence that survey participants report higher levels of cognitions regarding the firm when compared to non-participants, including: (a) positive firm evaluation (e.g., “the firm is responsive and cares for all its customers”), (b) perceptions of receiving special treatment (e.g., “the firm values my business and is treating me ‘as special’ ”), and (c) a sense of obligation (e.g., “I should reciprocate the firm’s actions by buying more of its products”). These cognitions persist among respondents even nine months after the initial survey in the field.



Citation:

Paul Dholakia and Robert Westbrook (2007) ,"Understanding Positivity Effects of Firm-Sponsored Satisfaction Surveys on Customer Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 430-450.

Authors

Paul Dholakia, Rice University, USA
Robert Westbrook, Rice University, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

Read More

Featured

Pro-Environmental Waste Receptacle Labeling Can Increase Recycling Contamination

Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
Rommel J. Manuel, California State University, Sacramento

Read More

Featured

Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, 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.