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

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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).

Original languageEnglish
Article number102214
JournalJournal of Retailing and Consumer Services
Volume57
DOIs
StatePublished - Nov 2020

Keywords

  • Attainability
  • Bystander's social comparison
  • Goal-setting motivation
  • Preferential treatment
  • Similarity

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