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Truth and lies: The impact of modality on customer feedback

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  • Ringler, Christine

Abstract

As more retailers ask customers for their attitudes following a consumption experience, it becomes increasingly important to understand the role of response modality and customer honesty. This research examines when customers tell “white lies” while providing feedback. Five studies reveal that customer attitudes solicited through dynamic communication modes are more inflated than attitudes solicited through other modalities. However, attitude construction is an important moderator to these effects. When customers construct an attitude on the spot through dynamic communication modes, attitudes are significantly inflated when compared to static communication modes. When attitudes exist prior to providing feedback, response modality no longer plays an important role. Marketers should not, however, discount inflated attitudes. Extending research on lying, communication modes, and attitude dissimulation, findings here also show that inflated attitudes can have a lasting and positive impact when customers form attitudes about a product or service for the first time.

Suggested Citation

  • Ringler, Christine, 2021. "Truth and lies: The impact of modality on customer feedback," Journal of Business Research, Elsevier, vol. 133(C), pages 376-387.
    • Handle: RePEc:eee:jbrese:v:133:y:2021:i:c:p:376-387
    DOI: 10.1016/j.jbusres.2021.05.014
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    Cited by:

    1. Snyder, Hannah & Witell, Lars & Gustafsson, Anders & McColl-Kennedy, Janet R., 2022. "Consumer lying behavior in service encounters," Journal of Business Research, Elsevier, vol. 141(C), pages 755-769.

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