THE IMPORTANCE OF AFFECT TO BUILD CONSUMER TRUST IN HIGH-CONSEQUENCES EXCHANGES

Mellina da Silva Terres, Cristiane Pizzutti dos Santos

Resumo


The present article investigates the importance of affect displayed by service provider to build consumer trust in high consequence exchanges. High-consequence exchanges are difficult situations in which the choices present a dilemma that can cause stress and severe emotional reactions (KAHN; LUCE, 2003). In this specific case, trust based on affect seems to become important; mainly because consumers may not have ability to evaluate the cognitive aspects of the situation, and moreover, a medical services failure can be highly problematic or even fatal (LEISEN; HYMAN, 2004). On the other hand, in low-consequence choices, we are predicting that cognition will be more important than affect in building trust. In this kind of situation, patients are more self-confident, less sensitive, and don’t perceive a high probability of loss (KUNREUTHER et al., 2002), and therefore focuses more on the rational outcomes.

Palavras-chave


Affect. Cognition. Trust. High-Consequences. Service.

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DOI: http://dx.doi.org/10.21714/1984-6975FACES2012V11N4ART1455

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Revista de Administração FACES Journal
ISSN 1984-6975 (online)
Classificação Qualis-CAPES - B2