Does Customer Loyalty = Faithful Partner? Inferences From Consumers’ Relationship With Brands Affect Romantic Attraction
The current research investigates the signaling value of consumer loyalty. Across three studies, we show a stronger romantic preference for loyal (vs. non-loyal) consumers. This effect is driven by observers’ inferences of relational fidelity. It is limited by the type of loyalty (attitudinal vs. behavioral) and observers’ relationship goals.
Aybike Mutluoglu and Laurence Ashworth (2021) ,"Does Customer Loyalty = Faithful Partner? Inferences From Consumers’ Relationship With Brands Affect Romantic Attraction", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 512-513.
Aybike Mutluoglu, Queen's University
Laurence Ashworth, Queen's University
NA - Advances in Consumer Research Volume 49 | 2021
How Temporal Separation in Budgeting Affects Spending Behavior
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA
B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt
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Danit Ein-Gar, Tel Aviv University, Israel