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- Title
Siding with the underdog: is your customer voting effort a sweet deal for your competitors?
- Authors
Nariswari, Angeline G. A.; Chen, Qimei
- Abstract
In this research, we explore the negative consequences of engaging customer participation through voting mechanisms. Specifically, we draw attention to the double risk of customer voting, first by identifying the adverse effects of losing, and then by revealing the potential of turning an already engaged set of customers over to underdog competitors. We first establish that the losing effect is distinct from that of a voting (empowerment) effect (Pilot Study). We then replicate the losing effect and show that losing (as opposed to winning) voters tend to experience stronger levels of disempowerment and identify more with the underdog (Study 1). Finally, we demonstrate that losing voters are more likely to choose a competitor brand over the incumbent brand, particularly when the competitor is perceived to be an underdog (Study 2). Our findings caution brand managers to reconsider their customer engagement strategy when it involves customer voting.
- Subjects
ECONOMIC voting; PILOT projects; BRAND choice; CONSUMER preferences; DECISION making
- Publication
Marketing Letters, 2016, Vol 27, Issue 4, p701
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/s11002-015-9372-z