Compatibility among customers within a consumption setting can help marketing managers ensure that Customer-to-Customer Interaction (CCI) between heterophilous customers does not detract from either customer's service experience. To date, however, much literature has focused on homophilous...

Purpose This study examines the use of high-expertise sources such as doctors to sell dietary supplements and the use of skeptical statements toward approved drugs in the act of selling dietary supplements. Design/methodology/approach The research questions are addressed by means of a scenario...