Do the Ones We Love Sometimes Hurt Us the Most: the Role of Relationship Norms on Consumers’ Perception of Fairness and Brand Evaluations
EXTENDED ABSTRACT - Prior work on fairness perceptions has found that in order to assess overall fairness of an event, people sometimes focus on distribution of the final outcome while at other times they focus on how they are treated by others in their interaction. This distinction between distributive fairness and interactional fairness can be of particular importance in a brand context since a better understanding of what influences a consumers perceptions of fairness would go a long way in not just managing consumer complaints but also improving the long-term health of the brand.
Pankaj Aggarwal (2004) ,"Do the Ones We Love Sometimes Hurt Us the Most: the Role of Relationship Norms on Consumers’ Perception of Fairness and Brand Evaluations", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 430-430.
Pankaj Aggarwal, University of Toronto
NA - Advances in Consumer Research Volume 31 | 2004
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
E13. Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success
Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, USA
Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information
Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA