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| Author: | Chylinski, M. Chu, A. |
| Title: | Consumer cynicism: antecedents and consequences |
| Journal: | European Journal of Marketing
2010 : VOL. 44:6, p. 796-837 |
| Index terms: | consumer behaviour psychology attitudes |
| Freeterms: | social dynamics affective psychology |
| Language: | eng |
| Abstract: | The purpose of the article is to highlight the potential impact of consumer cynicism on firms and to explore the possibility of influencing the evolution of those behaviors over time, by examining the behaviors of cynical consumers and the factors that cause them. Progressive development in the frequency and severity of cynical behaviors results from repeated incongruence between consumer's goals/values and firm actions. Value incongruence seems to have a greater effect on the severity of cynical behaviors. Recency effects seem to remove cynical behaviors when the underlying drivers of cynicism are reversed. |
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