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Does it pay to be honest? The effect of retailer-provided negative feedback on consumers’ product choice and shopping experience

Author

Listed:
  • Aurélie Merle

    (UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Anik St-Onge

    (UQAM - Université du Québec à Montréal = University of Québec in Montréal)

  • Sylvain Sénécal

    (HEC Montréal - HEC Montréal)

Abstract

This research aims at investigating the potential double-edged sword effect of a retailer's negative feedback, which may not only lead consumers to alter their purchase decisions, but also provide a shopping experience that is more effortful and thus be of less utilitarian value. Three experiments were performed involving 678 participants. Overall, results suggest a double-edged sword effect of negative feedback in online and offline retail contexts. When compared to no feedback, neutral feedback, or positive feedback, negative feedback leads consumers to change their initial product choice whatever their choice uncertainty and whatever the feedback source (human advisor or algorithmic advisor). However, it also leads to the perception of more cognitive effort and reduced utilitarian value, resulting in lower purchase and word-of-mouth intentions. The only situation in which negative feedback does not degrade the utilitarian value of the shopping experience is when consumers are highly uncertain about their initial product choice.

Suggested Citation

  • Aurélie Merle & Anik St-Onge & Sylvain Sénécal, 2022. "Does it pay to be honest? The effect of retailer-provided negative feedback on consumers’ product choice and shopping experience," Post-Print hal-04612187, HAL.
    • Handle: RePEc:hal:journl:hal-04612187
    DOI: 10.1016/j.jbusres.2022.03.031
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    Cited by:

    1. Shams, Riad & Chatterjee, Sheshadri & Chaudhuri, Ranjan, 2024. "Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand," Journal of Business Research, Elsevier, vol. 179(C).

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