Victimhood Fragility in Reaction to Service Experiences

Consumers high in virtuous victimhood exhibit higher sensitivity in commercial interactions. Unlike consumers low in virtuous victimhood, who resort to dramatic reparative actions only when confronted with clear service failure, consumers high in virtuous victimhood will are more likely to perceive potential discrimination in standard service experiences.


Brendan Strejcek and Ekin Ok (2019) ,"Victimhood Fragility in Reaction to Service Experiences", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 860-861.


Brendan Strejcek, University of British Columbia, Canada
Ekin Ok, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 47 | 2019

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