In Chapter II we investigate consumer behavior when facing target rebates, a rebate practice challenged by antitrust law. In three experiments, we confirm the hypothesis derived from Cumulative Prospect Theory (CPT), that target rebates are likely to create psychological switching costs that can...

Sharing the same service environment leads to direct and indirect interactions between customers that can either enhance or damage a customer's service experience. Especially in situations where customers are observing complaint situations of others, negative effects can be transmitted to the...