Nice Guys Finish First: an Examination Customer-First Strategies on Consumer Attitudes and Loyalty

This paper explores the impact of customer-first strategies, those that put the interest of the customer before the immediate interest of the retailer, upon various marketing measures. This “Miracle on 34th Street Effect” is tested through the lens of three theoretical frameworks: Mood Congruency, Reciprocity Norms, and Expectation Management. The results indicate that even in face of economically sub-optimal offers, customer-first strategies result in increased store preference, more positive store and sales associate evaluations, greater resilience to price and negative information, and greater repurchase intention. Future research is proposed regarding the potential moderating impact of perceived authenticity on this effect.


Rishtee Kumar (2008) ,"Nice Guys Finish First: an Examination Customer-First Strategies on Consumer Attitudes and Loyalty", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 958-958.


Rishtee Kumar, Boston University


NA - Advances in Consumer Research Volume 35 | 2008

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