Sex Differences in Customer Retaliatory Behaviors: the Role of Oxytocin?
This paper aims to investigate the hormonal underpinnings of retaliatory behaviors in a consumer setting. Using breastfeeding women as proxy for exogenously applied oxytocin, we conducted an online survey using a vignette that described a service failure. Breastfeeding women were less prone to retaliate than men than their non-breastfeeding counterparts.
Lilian Soares Pereira Carvalho and Gad Saad (2017) ,"Sex Differences in Customer Retaliatory Behaviors: the Role of Oxytocin? ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 152-153.
Lilian Soares Pereira Carvalho, Saint Paul Business School, Brazil
Gad Saad, Concordia University, Canada
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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