Digital Commons Network^™

Who’S Got My Back? Comparing Consumers’ Reactions Topeer‐Provided And Firm‐Provided Customer Support, Lan Jiang, Matthew O'Hern, Sara Hanson

Marketing Faculty Publications

This study demonstrates that when an individual encounters a product‐related problem, fellow consumers (i.e., one’s peers) have a unique advantage in providing social support to the affected consumer. Specifically, we find that social support can be a dominant driver of consumer satisfaction when the risk of customer defection is at its highest (i.e., following an unsuccessful attempt to solve the consumer’s problem). Using real‐world data from an online support community, a pilot study finds that if the problem that a consumer faces goes unsolved, satisfaction is greater when consumers receive peer‐provided versus firm‐provided support. Study 1 replicates this finding in …

Cross-Cultural Adaptation, Validation And Reliability Of The Brazilian Version Of The Richmond Compulsive Buying Scale, Priscilla Leite, Bernard Range, Monika Kukar-Kinney, Nancy Ridgway, Kent Monroe, Rodolfo Ribas Jr., J. Landeira-Fernandez, Antonio Egidio Nardi, Adriana Silva

Marketing Faculty Publications

Objective: To present the process of transcultural adaptation of the Richmond Compulsive Buying Scale to Brazilian Portuguese.

Methods: For the semantic adaptation step, the scale was translated to Portuguese and then back-translated to English by two professional translators and one psychologist, without any communication between them. The scale was then applied to 20 participants from the general population for language adjustments. For the construct validation step, an exploratory factor analysis was performed, using the scree plot test, principal component analysis for factor extraction, and Varimax rotation. For convergent validity, the correlation matrix was analyzed through Pearson’s coefficient.

Results: The scale …

When A Promotion Is Denied: The Effects Of Decision Stage On Perceptions Of Promotion And Price Fairness, Monika Kukar-Kinney, Lan Xia, Kent B. Monroe

Marketing Faculty Publications

Marketers frequently use promotions to enhance sales and increase consumers' perceptions of value. However, most promotions usually come with restrictions, such as time expiration, quantity or product model restriction, etc. In the present research, the effect of the stage in the purchase process when the consumer finds out about the restriction is investigated. The findings indicate that the later in the purchase process the consumer discovers the restriction, the greater is the perception that the effort invested into the purchase is wasted, consequently resulting in lower promotion and price fairness. This effect is mediated through the feeling of entitlement to …

An Expanded Conceptualization And A New Measure Of Compulsive Buying, Nancy Ridgway, Monika Kukar-Kinney, Kent B. Monroe

Marketing Faculty Publications

Drawing on the theoretical foundation of obsessive‐compulsive spectrum disorder, this article develops an expanded conceptualization and new measure of consumers’ proclivity to buy compulsively. Compulsive buying is defined as a consumer’s tendency to be preoccupied with buying that is revealed through repetitive buying and a lack of impulse control over buying. This measure includes dimensions of both obsessive‐compulsive and impulse‐control disorders. By measuring income‐dependent items or consequences of compulsive buying separately from the compulsive‐buying scale, we develop a measure that has a strong theoretical foundation, well‐documented psychometric properties, and an ability to be applied to general consumer populations.