Bringing Us Together or Driving Us Apart: The Effect of Soliciting Consumer Input on Consumers‘ Propensity to Transact with an Organization

60 Pages Posted: 14 Dec 2010 Last revised: 23 Jan 2011

Wendy Liu

University of California, San Diego (UCSD) - Rady School of Management

David Gal

Northwestern University - Kellogg School of Management

Date Written: December 13, 2010

Abstract

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.

Keywords: advice, mere measurement effect, customer input, relationship closeness, communal relationship, brand relationship

JEL Classification: M31

Suggested Citation

Liu, Wendy and Gal, David, Bringing Us Together or Driving Us Apart: The Effect of Soliciting Consumer Input on Consumers‘ Propensity to Transact with an Organization (December 13, 2010). Journal of Consumer Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1724986

Wendy Liu (Contact Author)

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States

HOME PAGE: http://management.ucsd.edu/faculty/directory/wendy-liu/

David Gal

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

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