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Observation of other's preferential treatment as a constructive catalyst for improved repatronize intentions

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  • Chang, Woojung
  • Song, Ji Hee
  • Lee, Sungho

Abstract

Observing others receive preferential treatment has been found to provoke bystanders' negative reactions. However, seeing others treated better may also inspire bystanders to increase their repatronize intentions. Drawing upon theories of social comparison and goal-setting, this study investigates the condition when watching another's preferential treatment acts as a catalyst to enhance bystanders' repatronize intentions and the mechanism by which the constructive effect appears. The results indicate that when bystanders witness similar others' preferential treatment and believe that they can attain comparable treatment, their goal-setting motivation is more activated and consequently they are more committed to goal-relevant behavior (i.e., repatronize intentions).

Suggested Citation

  • Chang, Woojung & Song, Ji Hee & Lee, Sungho, 2020. "Observation of other's preferential treatment as a constructive catalyst for improved repatronize intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698919312822
    DOI: 10.1016/j.jretconser.2020.102214
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