(Press-News.org) Consumers may not enjoy receiving free perks or upgrades in public, according to a new study in the Journal of Consumer Research.
"Preferential treatment is often conferred in public settings. When preferential treatment is unearned rather than earned, the presence of other consumers who do not receive the same treatment can diminish satisfaction for the consumer receiving preferential treatment," write authors Lan Jiang (University of Oregon), JoAndrea Hoegg, and Darren W. Dahl (both University of British Columbia).
Preferential treatment (where only some consumers are given extra benefits) is common when traveling, shopping, or dining out. For example, a consumer might bypass airport check-in due to her frequent flyer status, win free groceries as the one-millionth customer at a supermarket, or receive a nicer room when checking into a hotel just because one happens to be available.
In one study, the authors set up a booth offering three free samples of personal care products. Some consumers were given extra samples and told this happened because they were loyal customers, while others received extra samples with no explanation. Other consumers were present when samples were distributed. Due to social discomfort, consumers were less satisfied with extra samples and also left the booth more quickly when there was no explanation and observers were present.
Companies should try to reach consumers privately when giving away rewards that aren't earned through effort or loyalty.
"Social influence is a critical issue that must be considered by companies considering a preferential treatment program. If companies want to employ preferential treatment practices in public settings for publicity purposes, they should ensure that this special treatment is earned through effort or loyalty and that the rationale is understood by all of their customers," the authors conclude.
###
Lan Jiang, JoAndrea Hoegg, and Darren W. Dahl. "Consumer Reaction to Unearned Preferential Treatment." Journal of Consumer Research: October 2013. For more information, contact Darren Dahl (darren.dahl@sauder.ubc.ca) or visit http://ejcr.org/.
Free perks and upgrades: Could they actually embarrass consumers?
2013-06-18
ELSE PRESS RELEASES FROM THIS DATE:
The geometry of persuasion: How do seating layouts influence consumers?
2013-06-18
Consumers seated in circular arrangements feel a greater need to belong than those seated in angular layouts, according to a new study in the Journal of Consumer Research.
"The geometric shape of a seating arrangement can impact consumers by priming one of two fundamental needs: a need to belong or a need to be unique. Consumers will be most favorable toward persuasion material (advertising) that is consistent with the primed need," write authors Rui (Juliet) Zhu (University of British Columbia) and Jennifer J. Argo (University of Alberta).
Seating arrangements matter ...
Why do appetizers matter more when you're dining out with friends?
2013-06-18
First impressions of experiences have a greater impact when consumers share the experience with others, according to a new study in the Journal of Consumer Research.
"When consumers consume an experience alone, the end of the experience has a greater effect on their overall evaluations. On the other hand, when consumers consume an experience with others, the beginning has a greater influence on how they judge the entire experience," write authors Rajesh Bhargave (University of Texas, San Antonio) and Nicole Votolato Montgomery (University of Virginia).
Experiences (vacations, ...
Storytelling program helps change medical students' perspectives on dementia
2013-06-18
Treating patients with dementia can be viewed as a difficult task for doctors, but Penn State College of Medicine researchers say that storytelling may be one way to improve medical students' perceptions of people affected by the condition. Participation in a creative storytelling program called TimeSlips creates a substantial improvement in student attitudes.
Daniel George, assistant professor of humanities, tested the effects of the TimeSlips program in an elective course he teaches at the college. Fourth-year medical students worked with patients at Country Meadows, ...
An article in 'Cell' reveals a new resistance mechanism to chemotherapy in breast and ovarian cancer
2013-06-18
It is estimated that between 5% and 10% of breast and ovarian cancers are familial in origin, which is to say that these tumours are attributable to inherited mutations from the parents in genes such as BRCA1 or BRCA2. In patients with these mutations, PARP inhibitors, which are currently in clinical trials, have shown encouraging results that make them a new option for personalised cancer treatment, an alternative to standard chemotherapy. Nevertheless, the latest studies indicate that a fraction of these patients generate resistance to the drug and, therefore, stop responding ...
What makes people click?
2013-06-18
A new study has analysed tens of thousands of articles available to readers of online news and created a model to find out 'what makes people click'.
The researchers developed a model of "news appeal" based on the words contained in an article's title and text intro, which is what a reader uses when they choose to click on a story.
The study by academics at the University of Bristol's Intelligent Systems Laboratory is published in a series of publications.
The aim of the study was to model the reading preferences for the audiences of 14 online news outlets using machine ...
Huddersfield researcher publishes a study of psychopathy and criminal behavior
2013-06-18
University of Huddersfield researcher, Dr Daniel Boduszek, has co authored a an article in the Journal of Ciminal Psychology that analyses the relationship between psycopathy and criminal behaviour.
The paper provides a critical review of psychopathy literature, with a particular focus on recent research examining the relationship between psychopathy and various forms of criminal behaviour.
The results indicate that substantial empirical research exists to suggest that psychopathy is a robust predictor of criminal behaviour and recidivism. Furthermore, considerable ...
Gel or whitening? Consumer choice and product organization
2013-06-18
Consumers choose lower-priced products and are more satisfied with their purchase when products are organized by benefits instead of features, according to a new study in the Journal of Consumer Research.
"It matters whether products are organized by features or benefits. Simply changing the way the same set of products is organized impacts how consumers process information and make choices," write authors Cait Poynor Lamberton (University of Pittsburgh) and Kristin Diehl (University of Southern California).
Consumers frequently shop for products that have been organized ...
Beliefs about causes of obesity may impact weight, eating behavior
2013-06-18
Whether a person believes obesity is caused by overeating or by a lack of exercise predicts his or her actual body mass, according to new research published in Psychological Science, a journal of the Association for Psychological Science.
Obesity has become a pressing public health issue in recent years, with two-thirds of U.S. adults classified as overweight or obese and similar trends unfolding in many developed nations. Researchers Brent McFerran of the Ross School of Business at the University of Michigan and Anirban Mukhopadhyay of Hong Kong University of Science ...
Parenting and home environment influence children's exercise and eating habits
2013-06-18
DURHAM, N.C. -- Kids whose moms encourage them to exercise and eat well, and model those healthy behaviors themselves, are more likely to be active and healthy eaters, according to researchers at Duke Medicine.
Their findings, published online in the International Journal of Obesity on June 18, 2013, remind parents that they are role models for their children, and underscore the importance of parental policies promoting physical activity and healthy eating.
Exercise and healthy diets are critical in fighting childhood obesity, a considerable problem in the United States, ...
New concussion data: 2 biomarkers better than 1
2013-06-18
Scientists are scrambling to gather data for the FDA to support the need for a blood test to diagnose brain injury in the United States. The University of Rochester Medical Center just added significant evidence by reporting in the Journal of Neurotrauma that it might be clinically useful to measure two brain biomarkers instead of one.
Jeffrey J. Bazarian, M.D., M.P.H., an associate professor of Emergency Medicine at URMC, believes he's the first to show that measuring a combination of two proteins released into the bloodstream after a head injury might be the best way ...