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

Share Proceeding

Featured papers

See More


I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada

Read More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More


The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

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.