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 consumer’s perceptions of fairness would go a long way in not just managing consumer complaints but also improving the long-term health of the brand.



Citation:

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.

Authors

Pankaj Aggarwal, University of Toronto



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

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

Read More

Featured

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

Read More

Featured

Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.