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Small-talk, flattery, teasing, ridicule, threats or insults are part of the daily fabric of consumers’ life. This dissertation is concerned with the way consumers behave toward others depending on how they are treated themselves. ‘Pay-it-forward’ is the notion that a person who is treated well by...
This research focuses on how consumers are impacted by receiving feedback on word of mouth recommendations. In particular, I examine what occurs when a consumer recommends an experience to another person, and this other person has the experience and returns to say that they did or did not like...