Consumer Cynicism toward Collective Buying: The Interplay of Others’ Outcomes, Social Value Orientation, and Mood
Article first published online: 11 APR 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 5, pages 306–321, May 2012
How to Cite
van Dolen, W. M., de Cremer, D. and de Ruyter, K. (2012), Consumer Cynicism toward Collective Buying: The Interplay of Others’ Outcomes, Social Value Orientation, and Mood. Psychol. Mark., 29: 306–321. doi: 10.1002/mar.20523
- Issue published online: 11 APR 2012
- Article first published online: 11 APR 2012
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.