No-Modification Allowed! Saying No to a Consumer’S Modification Request Can Increase Product Evaluation

Through three studies, we show that the presence of non-modification policies can increase tastiness evaluation and willingness to pay because they make consumers think the chef put more effort into the food creation. The positive effect of non-compliance is contingent on consumers’ initial beliefs that the chef has high expertise.


Amanda Pruski Yamim and Adilson Borges (2020) ,"No-Modification Allowed! Saying No to a Consumer’S Modification Request Can Increase Product Evaluation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1238-1238.


Amanda Pruski Yamim, Grenoble Ecole de Management, France
Adilson Borges, NEOMA Business School


NA - Advances in Consumer Research Volume 48 | 2020

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