Reactions of the Jilted Consumer
Document Type
Article
Publication Date
1-1-2015
School
Marketing
Abstract
Differential promotion strategies are a vital relationship marketing tool that is advantageous to both the company and the targeted customer. However, a differential approach means some customers do not fare as well as others. The customers who get the lesser deals are the focus of this study. How does a customer react when they learn another customer received a better deal? How should the provider respond when this imbalance is obvious to the customer? Fairness theory is utilized to address these research questions. The study includes an experiment featuring hypothetical scenarios. MANOVA results reveal that a proactive, upfront strategic response can mitigate the negative effects of differential promotion strategies in terms of fairness perceptions and behavioral outcomes.
Publication Title
Journal of Retailing and Consumer Services
Volume
22
First Page
53
Last Page
60
Recommended Citation
McLelland, M.,
Foster, J.
(2015). Reactions of the Jilted Consumer. Journal of Retailing and Consumer Services, 22, 53-60.
Available at: https://aquila.usm.edu/fac_pubs/18617