Do Negative Consumption Experiences Hurt Manufacturers or Retailer?
Document Type
Article
Keywords
consumer perceptions; manufacturers; retailers; analytical thinks; holistic thinkers; negative consumption experience; repurchase intention
Identifier Data
https://doi.org/10.1002/mar.20627
Publisher
John Wiley & Sons
Publication Source
Psychology & Marketing, 30(7), 555-565
Abstract
Negative consumption experiences adversely influence consumer perceptions of manufacturers and retailers. The author theorizes and finds that analytical thinkers are more likely than holistic thinkers to attribute the cause of the negative consumption experience to the manufacturer, resulting in lower repurchase intention of the manufacturer brand. In contrast, holistic thinkers are more likely than analytical thinkers to attribute the cause of the negative consumption experience to the retailer, resulting in lower repurchase intention at the retailer. These findings are important to marketing managers at both ends of the marketing supply chain—manufacturers and retailers—who deal with consumers with diverse cultural backgrounds.
