Just Say No: Can Firms Enhance Customer Happiness By Denying Their Requests?

We investigate consumer forgiveness when formerly stocked-out products become available. When low-involvement products become available after being unintentionally stocked out, high reactance individuals are more satisfied and low reactance individuals are less satisfied with a store than in a control condition. In high involvement situations with attractive products, all individuals forgive the firm when the product becomes available. However, if the stockout is intentional, high reactance individuals do not forgive the firm, regardless of involvement. We argue these responses are driven by a balance of 1) desire for the restricted object and 2) negativity toward the source of the transgression.


Sarah Moore and Gavan Fitzsimons (2008) ,"Just Say No: Can Firms Enhance Customer Happiness By Denying Their Requests?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 149-152.


Sarah Moore, Duke University
Gavan Fitzsimons, Duke University


NA - Advances in Consumer Research Volume 35 | 2008

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