Why Companies Should Make Their Customers Happy: the Neural Correlates of Customer Loyalty

In this study, we attempt to expand our understanding of the basis of affective bonds customers built with companies and brands. We conducted a brain-imaging study to assess differences in neural activations between loyal and disloyal customers of a department store during fictitious purchasing decisions. Based on prior findings in the literature, we assumed that for loyal customers, the exposure to the store brand would modulate their decision via an emotion-based path. The results suggest that loyal customers as compared to disloyal customers have established affective bonds to the store, which is might be the underlying psychological driver of their repurchases.



Citation:

Hilke Plassmann, Peter Kenning, and Dieter Ahlert (2007) ,"Why Companies Should Make Their Customers Happy: the Neural Correlates of Customer Loyalty", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 735-739.

Authors

Hilke Plassmann, Caltech Neuroeconomics Lab, California Institute of Technology, USA and Marketing Center Muenster, University of Muenster, Germany
Peter Kenning, Marketing Center Muenster, University of Muenster, Germany
Dieter Ahlert, Marketing Center Muenster, University of Muenster, Germany



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

Read More

Featured

Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA

Read More

Featured

A6. “Alexa, let’s make a trade”: Search Behavior, Trust, and Privacy with Voice-Activated Assistants

Weizi Liu, University of Illinois at Urbana-Champaign, USA
David William Ross, University of Illinois at Urbana-Champaign, USA
Kieshana M. Williams-Beeler, University of Illinois at Urbana-Champaign, USA
Yoonah Lee, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, 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.