Consumer cynicism toward collective buying: The interplay of others' outcomes, social value orientation, and mood

W.M. van Dolen, D. de Cremer, J.C. de Ruyter

Research output: Contribution to journalArticleAcademicpeer-review

7 Citations (Scopus)

Abstract

This research examines whether consumer cynicism about collective buying depends on consumers observations of fellow buyers being treated unfairly in a cobuying context. Prosocial consumers should differ from proself consumers in their level of cynicism, because they value equality in outcomes. Study 1 reveals that prosocials become cynical if others receive an unfair outcome and therefore do not repatronize the provider. This effect does not occur for proselfs. Study 2 shows that mood mediates this effect. Specifically, when prosocial consumers are in a positive mood, the others outcomes no longer influence their cynicism.

Original languageEnglish
Pages (from-to)306-321
Number of pages16
JournalPsychology & Marketing
Volume29
Issue number5
DOIs
Publication statusPublished - May 2012

Keywords

  • IN-SERVICE ENCOUNTERS
  • ORGANIZATIONAL CYNICISM
  • POSITIVE AFFECT
  • FEELING GOOD
  • COMMUNICATION STYLE
  • EXPERIMENTAL GAMES
  • EMPLOYEE CYNICISM
  • GROUP CHAT
  • SATISFACTION
  • DILEMMAS

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