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Do I deserve it? Origins and consequences of consumer entitlement
conference contribution
posted on 2023-06-09, 04:28 authored by Alexandra Poliakova, Zachary Estes, Andrea OrdaniniThe current research examines the role of entitlement, or an illegitimate sense of deservingness, in the marketplace. We focus on the antecedents of entitlement and describe a market situation that leads to an elevated sense of entitlement among a certain consumer group. We demonstrate that a sense of entitlement has negative consequences that extend beyond the original circumstances in which it was triggered. Specifically, we argue that when certain customers are afforded preferential treatment, leading to an elevated sense of entitlement, this gives rise to an opportunistic behavior. We also explore the effect of entitlement has on different consumers depending on their prior relationship, if any, with the company or business in question. We show that when preferential treatment is afforded "non-loyal" customers of a company, those customers experience an elevated sense of entitlement and are more likely to behave opportunistically than the same company's "loyal" customers are.
History
Publication status
- Published
File Version
- Accepted version
Journal
Conference Proceedings of the EMAC Annual Conference 2016Publisher
EMACEvent name
45th EMAC Annual ConferenceEvent location
Oslo, NorwayEvent type
conferenceEvent date
24-27 May, 2016ISBN
9788282472845Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2017-06-08First Compliant Deposit (FCD) Date
2017-06-08Usage metrics
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