Dishonesty is Contagious: Investigating the Domino Effect of Dysfunctional Customer Behaviors

Resumo

The interaction between dysfunctional customers and other customers can cause, among other consequences, the domino effect, understood as the dissemination of the dysfunctional behavior from one customer to another. The present research aims to verify if the interaction between customers can affect the occurrence of dysfunctional behaviors. Through four experimental studies we verify that the amount of damage influences the likelihood to replicate a dysfunctional behavior. Moreover, we found that this effect is explained by the acceptability of the dysfunctional behavior. We also identify that consumer’s ethics level and the perception of risk to replicate the behavior act as boundary conditions of the amount of damage effect on the probability to replicate the dysfunctional behavior.

Trilha: Comportamento do Consumidor