L12. Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers
To attract new customers, companies may lose existing customers. Our research examines how consumers’ attachment styles influence the likelihood of switching companies. When new customers receive exclusive benefits, existing customers’ attachment anxiety predicts switching. Attachment avoidance predicts greater switching, regardless of benefit recipient. Perceived betrayal and firm commitment underlie switching.
Na Ri Yoon, Jenny Olson, and Adam Duhachek (2018) ,"L12. Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 937-937.
Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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