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首页> 外文期刊>Journal of Business Research >The 'easy win' preference: Negative consumption experiences, incompetence, and the influence on subsequent unrelated loyalty behavior
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The 'easy win' preference: Negative consumption experiences, incompetence, and the influence on subsequent unrelated loyalty behavior

机译：“轻松赢得”偏好：负面消费经验，无能的对随后不相关的忠诚行为的影响

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摘要

How firms directly interact with consumers is crucial in establishing and maintaining loyalty. Yet, consumerism does not exist in a vacuum and therefore it is likely that consumers approach new experiences while still undergoing feelings from prior unrelated experiences. Three studies highlight that negative consumption experiences can enhance loyalty towards unrelated brands and products that consumers already prefer and patronize (e.g., increase repurchase intentions, decrease switching behaviors). We argue that this occurs because some negative consumption experiences can threaten consumer competence perceptions, which then drives consumers to be more loyal in subsequent unrelated decisions because they want an "easy win." Overall, results suggest that positive loyalty behaviors can emanate from consumer experiences completely outside a firm's control, but that these firms can act as a safe haven, providing hurt consumers with a stable offering, helping them regain their competence.
机译：如何与消费者直接互动的公司在建立和维护忠诚方面至关重要。然而，消费主义在真空中并不存在，因此消费者可能在仍然接受先前无关的经历的同时接近新的经验。三项研究强调，负面消费经验可以提高消费者已经更喜欢和光顾的不相关品牌和产品的忠诚度（例如，增加回购意图，减少切换行为）。我们认为这是因为一些负面消费体验可能会威胁到消费者能力的感知，然后在随后的不相关决定中推动消费者更忠诚，因为他们想要一个“轻松胜利”。总体而言，结果表明，积极的忠诚行为可以从消费者体验完全在公司的控制之外发出，但这些公司可以作为一个安全的避风港，为伤害消费者提供稳定的产品，帮助他们重新获得他们的能力。

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