When Others Get More: Emotional and Behavioral Consequences of Spontaneous Preferential Treatments
Services Marketing Quarterly, 2026 (ESCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Basım Tarihi: 2026
- Doi Numarası: 10.1080/15332969.2026.2699711
- Dergi Adı: Services Marketing Quarterly
- Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, IBZ Online, ABI/INFORM, Hospitality & Tourism Complete, Hospitality & Tourism Index, Library, Information Science & Technology Abstracts (LISTA), Information Science & Technology Abstracts (LISTA), Business Source Ultimate (EBSCO)
- Anahtar Kelimeler: consumer cynicism, negative emotions, perceived unfairness, service comparisons, social comparison, Spontaneous preferential treatment
- Eskişehir Osmangazi Üniversitesi Adresli: Evet
Özet
This study examines whether spontaneous preferential treatment in retail clothing evokes perceptions of unfairness among observer customers and how these perceptions influence attitudes and behaviors toward the service provider via envy, anger, and disappointment. Drawing on social comparison and equity theories, a scenario-based survey of 578 customers was analyzed with PROCESS Macro. Results show that preferential treatment triggers negative emotions through social comparisons, which, in turn, foster negative word-of-mouth, complaints, and switching intentions. Furthermore, consumer cynicism amplifies these effects, underscoring the overlooked but critical role of observer customers in service experiences and preferential treatment contexts within contemporary competitive retail markets.