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 language | English |
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Pages (from-to) | 306-321 |
Number of pages | 16 |
Journal | Psychology & Marketing |
Volume | 29 |
Issue number | 5 |
DOIs | |
Publication status | Published - May 2012 |
Keywords
- IN-SERVICE ENCOUNTERS
- ORGANIZATIONAL CYNICISM
- POSITIVE AFFECT
- FEELING GOOD
- COMMUNICATION STYLE
- EXPERIMENTAL GAMES
- EMPLOYEE CYNICISM
- GROUP CHAT
- SATISFACTION
- DILEMMAS