Consumer Cynicism toward Collective Buying: The Interplay of Others' Outcomes, Social Value Orientation, and Mood

ABSTRACT This research examines whether consumer cynicism about collective buying depends on consumers’ observations of fellow buyers being treated unfairly in a cobuying context. Prosocial consumers should differ from proself consumers in their level of cynicism, because they value equality in outc...

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Bibliographic Details
Published in:Psychology & marketing 2012-05, Vol.29 (5), p.306-321
Main Authors: van Dolen, Willemijn M., de Cremer, David, de Ruyter, Ko
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Emotions
Perceptions
Social psychology
Studies
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Summary:ABSTRACT This research examines whether consumer cynicism about collective buying depends on consumers’ observations of fellow buyers being treated unfairly in a cobuying context. Prosocial consumers should differ from proself consumers in their level of cynicism, because they value equality in outcomes. Study 1 reveals that prosocials become cynical if others receive an unfair outcome and therefore do not repatronize the provider. This effect does not occur for proselfs. Study 2 shows that mood mediates this effect. Specifically, when prosocial consumers are in a positive mood, the others’ outcomes no longer influence their cynicism. © 2012 Wiley Periodicals, Inc.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20523