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Author
W.M. van Dolen
D. de Cremer
K. de Ruyter
Year
2012
Title
Consumer cynicism toward collective buying: the interplay of others’ outcomes, social value orientation, and mood
Journal
Psychology & Marketing
Volume | Issue number
29 | 5
Pages (from-to)
306-321
Document type
Article
Faculty
Faculty of Economics and Business (FEB)
Institute
Amsterdam Business School Research Institute (ABS-RI)
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.
URL
go to publisher's site
Language
English
Permalink
http://hdl.handle.net/11245/1.383741

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