This research investigates the effect of public commitment on resistance to persuasion, and examines the influence of attitude certainty, susceptibility to normative influence (SNI) and preference for consistency (PFC) on resistance to attitude change when subjects make a public commitment to...

Marketers agree that consumer complaints are useful sources of information that help marketers identify sources of dissatisfaction, and therefore should be encouraged. However, does complaining have a more direct beneficial effect? Can consumer complaining by itself cause increased satisfaction...

Purpose: Product failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended warranties offer a mechanism to mitigate the negative effects of product failure and the mediating role of positive...