Be tolerable or be angry? A situation of relationship norm conflict in failure

Lisa C. WAN, Michael K. HUI

Research output: Journal PublicationsJournal Article (refereed)

Abstract

While previous literature has agreed that friendships work well in mitigating consumer dissatisfaction in failures, this paper argues that a friendship may not always work. Drawing from the communal-exchange relationship framework (Clark and Mills 1979) and the psychological contract theory (Rousseau 1989), this paper suggests that communal (vs. exchange) consumers would be less dissatisfied in an implicit promise breach, but a reverse pattern would occur in an explicit promise breach. In addition, self-construal would moderate the interactive relationship between relationship type and promise breach type on consumer dissatisfaction. Two experiments with different consumption contexts provide convergent evidence of the hypotheses.
Original languageEnglish
Pages (from-to)451-451
Number of pages1
JournalAdvances in Consumer Research
Volume37
Publication statusPublished - 1 Jan 2010

Fingerprint

Psychological Theory
Contracts
Conflict (Psychology)
Breach
Friendship
Dissatisfaction
Psychological contract
Contract theory
Experiment
Exchange relationships
Self-construal

Bibliographical note

Paper presented at the 40th Annual Conference of the Association-for-Consumer-Research (ACR), Oct 22-25, 2009, Pittsburgh, Pennsylvania.
ISBN of the source publication: 9780915552658

Cite this

@article{a3319b22dc984b2fad083acdfb7ae086,
title = "Be tolerable or be angry? A situation of relationship norm conflict in failure",
abstract = "While previous literature has agreed that friendships work well in mitigating consumer dissatisfaction in failures, this paper argues that a friendship may not always work. Drawing from the communal-exchange relationship framework (Clark and Mills 1979) and the psychological contract theory (Rousseau 1989), this paper suggests that communal (vs. exchange) consumers would be less dissatisfied in an implicit promise breach, but a reverse pattern would occur in an explicit promise breach. In addition, self-construal would moderate the interactive relationship between relationship type and promise breach type on consumer dissatisfaction. Two experiments with different consumption contexts provide convergent evidence of the hypotheses.",
author = "WAN, {Lisa C.} and HUI, {Michael K.}",
note = "Paper presented at the 40th Annual Conference of the Association-for-Consumer-Research (ACR), Oct 22-25, 2009, Pittsburgh, Pennsylvania. ISBN of the source publication: 9780915552658",
year = "2010",
month = "1",
day = "1",
language = "English",
volume = "37",
pages = "451--451",
journal = "Advances in Consumer Research",
issn = "0098-9258",
publisher = "Sheridan Books",

}

Be tolerable or be angry? A situation of relationship norm conflict in failure. / WAN, Lisa C.; HUI, Michael K.

In: Advances in Consumer Research, Vol. 37, 01.01.2010, p. 451-451.

Research output: Journal PublicationsJournal Article (refereed)

TY - JOUR

T1 - Be tolerable or be angry? A situation of relationship norm conflict in failure

AU - WAN, Lisa C.

AU - HUI, Michael K.

N1 - Paper presented at the 40th Annual Conference of the Association-for-Consumer-Research (ACR), Oct 22-25, 2009, Pittsburgh, Pennsylvania. ISBN of the source publication: 9780915552658

PY - 2010/1/1

Y1 - 2010/1/1

N2 - While previous literature has agreed that friendships work well in mitigating consumer dissatisfaction in failures, this paper argues that a friendship may not always work. Drawing from the communal-exchange relationship framework (Clark and Mills 1979) and the psychological contract theory (Rousseau 1989), this paper suggests that communal (vs. exchange) consumers would be less dissatisfied in an implicit promise breach, but a reverse pattern would occur in an explicit promise breach. In addition, self-construal would moderate the interactive relationship between relationship type and promise breach type on consumer dissatisfaction. Two experiments with different consumption contexts provide convergent evidence of the hypotheses.

AB - While previous literature has agreed that friendships work well in mitigating consumer dissatisfaction in failures, this paper argues that a friendship may not always work. Drawing from the communal-exchange relationship framework (Clark and Mills 1979) and the psychological contract theory (Rousseau 1989), this paper suggests that communal (vs. exchange) consumers would be less dissatisfied in an implicit promise breach, but a reverse pattern would occur in an explicit promise breach. In addition, self-construal would moderate the interactive relationship between relationship type and promise breach type on consumer dissatisfaction. Two experiments with different consumption contexts provide convergent evidence of the hypotheses.

UR - http://commons.ln.edu.hk/sw_master/7241

M3 - Journal Article (refereed)

VL - 37

SP - 451

EP - 451

JO - Advances in Consumer Research

JF - Advances in Consumer Research

SN - 0098-9258

ER -