A Coal in the Heart
Recommended Reading / Theory

A Coal in the Heart

A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions Allison R. Johnson, Maggie Matear, Matthew Thomson Published by Journal of Consumer Research Volume 38, Number 1, June 2011 (pp 108-125) Chicago Journals Abstract This article extends theory around consumer-brand relationship quality by exploring conditions under which such relationships may be transformed into exceptionally … Continue reading

Consumer Behavior: Surpluses & Shortages
Recommended Reading / Theory

Consumer Behavior: Surpluses & Shortages

Consumer Behavior: Surpluses & Shortages Jagdish N. Sheth, University of Illinois Advances in Consumer Research Volume 9, 1982, pages 13-16 Association for Consumer Research Abstract By focusing on individual decision-making framework, we have neglected many areas of consumer behavior. These include habit, hedonistic and epistemic determinants of brand/product choice; group behavior including household, organization, class and … Continue reading

Netflix, consumer surplus, and brand loyalty
Articles / Recommended Reading

Netflix, consumer surplus, and brand loyalty

Netflix, consumer surplus, and brand loyalty Ben Gaines http://www.bengaines.com 12 July 2011 Having lived through the occasional PR disaster in my previous life as a Community Manager at Omniture, I sympathized with the people responsible for managing social media for Netflix following the company’s rate hike for those who receive DVDs by mail. Today cannot have … Continue reading