... with a strategy to increase perceived accommodativeness in complaint management on social media and reduce the social risk associated with online consumer complaint behaviour using a social exchange theory perspective. Design/methodology/approach Six online experiments with 1,350 US Facebook users were...

... competitive choice settings, a trivial attribute becomes more important when it helps to make a choice (i.e. a non-consumption goal). Second, in the low versus high social risk settings, a trivial attribute becomes more important when it helps to reduce a social risk (i.e. a non-consumption goal). In addition...