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.
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.
Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA
NA - Advances in Consumer Research Volume 46 | 2018
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