Retail Karma: How Our Shopping Sins Influence Evaluation of Service Failures

IF 5.7 1区 管理学 Q1 BUSINESS Journal of Consumer Research Pub Date : 2024-04-18 DOI:10.1093/jcr/ucae027
Ran Li, Meng Zhang, Pankaj Aggarwal
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Abstract

Consumers have an intuitive belief in “karma” which dictates that bad (good) actions lead to bad (good) outcomes. Consequently, consumers perceive a causal connection between their own wrongdoing toward a company and a subsequent service failure that they experience in their interactions with another company. Eight experiments employing different contexts consistently show that consumers who have previously wronged a company (compared to those in a control group) evaluate another unrelated company more positively in response to a service failure by this company. We argue that this more positive evaluation is due to the greater blame consumers assign to themselves as dictated by the “karmic beliefs” held by consumers whereby the subsequent poor service by a different firm is seen as a karmic payback for their own prior transgression. The proposed effect is mitigated when a person’s karmic belief is reduced. We also examine a number of alternative explanations (e.g., negative experiences, moral balancing, and immanent justice reasoning) and find that our observed effect is more consistent with a karma-based account.
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零售业因果报应:我们的购物罪过如何影响对服务失误的评价
消费者对 "因果报应 "有一种直观的信念,即坏(好)行为会导致坏(好)结果。因此,消费者认为自己对公司的错误行为与随后在与另一家公司的互动中遇到的服务故障之间存在因果关系。八项采用不同情境的实验一致表明,与对照组的消费者相比,曾经对一家公司有过错的消费者,在这家公司出现服务失误时,会对另一家不相关的公司做出更积极的评价。我们认为,这种更积极的评价是由于消费者在 "因果报应信念 "的支配下,将更多的责任归咎于自己。当一个人的 "因果报应 "信念减弱时,所提出的效应就会减弱。我们还研究了其他一些解释(如负面经验、道德平衡和内在正义推理),发现我们观察到的效应与基于因果报应的解释更为一致。
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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