Putting the Harm Back Into Product-Harm: Vulnerable Social Groups, Harm Perceptions, and Consumer Complaining Behavior
Experimental and archival data show that when a victim of a product failure/transgression is perceived to be a member of a vulnerable group (women, children, elderly), consumers see more harm being caused, eliciting increased complaining behavior. Whether or not the victim is the intended user moderates this effect.
Citation:
Steven Shepherd and Alysson Light (2019) ,"Putting the Harm Back Into Product-Harm: Vulnerable Social Groups, Harm Perceptions, and Consumer Complaining Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 152-157.
Authors
Steven Shepherd, Oklahoma State University, USA
Alysson Light, University of the Sciences, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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