...Vivian Pontes; Nicolas Pontes; Dominique A. Greer; Amanda Beatson Purpose Although preferential treatment has been considered a positive relationship marketing tactic, this research aims to examine how perceived harm to others as a result of preferential treatment invokes consumers’ negative moral...

...Alexandra Polyakova; Zachary Estes; Andrea Ordanini Purpose Companies often provide preferential treatment, such as free upgrades, to customers. The present study aims to identify a costly consequence of such preferential treatment (i.e. opportunistic behavior) and reveal which type of customer...