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


Correspondence regarding this article should be sent to: Willemijn van Dolen, Associate Professor of Marketing, University of Amsterdam Business School, Plantage Muidergracht 12, 1018 TV Amsterdam, The Netherlands


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.

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