Do Negative Consumption Experiences Hurt Manufacturers or Retailer?
consumer perceptions; manufacturers; retailers; analytical thinks; holistic thinkers; negative consumption experience; repurchase intention
John Wiley & Sons
Psychology & Marketing, 30(7), 555-565
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.
Recommended CitationYoon, Sukki, "Do Negative Consumption Experiences Hurt Manufacturers or Retailer?" (2013). Marketing Department Journal Articles. Paper 89.