When Does Helping Help or Hurt? Factors Affecting Consumer Satisfaction from Retailer Help in Web and Store Shopping

53 Pages Posted: 21 Nov 2006

See all articles by Eric Greenleaf

Eric Greenleaf

New York University (NYU) - Department of Marketing

Vicki Morwitz

New York University (NYU) - Department of Marketing

Russell S. Winer

New York University (NYU) - Department of Marketing

Date Written: September 1, 2006

Abstract

Help-seeking and help-giving have been investigated extensively in other areas, such as psychology, education, and child development, but have received relatively little attention in consumer behavior settings, where retailers often provide consumers with help. We draw from the extant literature on help, and from the unique aspects of help in consumer settings, to develop hypotheses concerning the impact on consumers of three kinds of help - requested, offered, and imposed - that have been identified in help research in other areas, and how this impact differs across store and internet shopping. We test these hypotheses with two laboratory experiments, one field study, and two field experiments.

Suggested Citation

Greenleaf, Eric and Morwitz, Vicki and Winer, Russell S., When Does Helping Help or Hurt? Factors Affecting Consumer Satisfaction from Retailer Help in Web and Store Shopping (September 1, 2006). Available at SSRN: https://ssrn.com/abstract=946225 or http://dx.doi.org/10.2139/ssrn.946225

Eric Greenleaf (Contact Author)

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Vicki Morwitz

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Russell S. Winer

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States
212-998-0540 (Phone)
212-995-4006 (Fax)

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