Improving Customer Satisfaction Online Through Valence Matching

Consumers often make unenjoyable decisions, like settling for low-quality products from budget constraints or selecting a retirement plan to pay into. However, framing these negative decisions as rejections (vs. choices) increases participants’ satisfaction and subsequent enjoyment. E-commerce’s flexible and dynamic environment is especially conducive to implementing this effect.



Citation:

Hannah Perfecto and Leif D. Nelson (2018) ,"Improving Customer Satisfaction Online Through Valence Matching", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 242-246.

Authors

Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Faster than Fact: Consuming in Post-Truth Society

Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart

Read More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

Read More

Featured

A Phenomenological Examination of Internet Addiction: Insights from Entanglement Theory

Mohammadali Zolfagharian, Bowling Green State University
Atefeh Yazdanparast, University of Evansville
Reto Felix, University of Texas Rio Grande Valley, 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.