Bringing Us Together or Driving Us Apart: The Effect of Soliciting Consumer Input on Consumers‘ Propensity to Transact with an Organization
University of California, San Diego (UCSD) - Rady School of Management
Northwestern University - Kellogg School of Management
December 13, 2010
Journal of Consumer Research, Forthcoming
This research examines a novel process by which soliciting customer input, such as advice, expectations, or opinions can impact subsequent purchase and engagement, namely, by changing customers’ subjective perception of their relationship with the brand. We contrast different types of customer input and propose that, relative to no input, soliciting advice tends to have an intimacy effect whereby the individual feels closer to the organization, resulting in increases in subsequent propensity to transact and engage with the organization. On the other hand, soliciting expectations tends to have the opposite effect, distancing the individual from the organization. We demonstrate these relationship effects of customer input in four studies involving both non-profit and for-profit organizations.
Number of Pages in PDF File: 60
Keywords: advice, mere measurement effect, customer input, relationship closeness, communal relationship, brand relationship
JEL Classification: M31
Date posted: December 14, 2010 ; Last revised: January 23, 2011
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