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

Woojung Chang, Ji Hee Song and Sungho Lee

Journal of Retailing and Consumer Services, 2020, vol. 57, issue C

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).

Keywords: Preferential treatment; Bystander's social comparison; Attainability; Similarity; Goal-setting motivation (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s0969698919312822

DOI: 10.1016/j.jretconser.2020.102214

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