In many market settings, a customer often obtains assistance from a supplier (or service provider) in order to make better-informed decisions regarding the supplier's product (or service). Because the two parties often have conflicting pecuniary incentives, customer trust and supplier...

Prior research shows that consumers stop purchasing from firms that treat them badly. In this research we show that consumers also resist firms that treat other consumers badly while favoring them. In three experiments, we demonstrate such social consciousness in the context of targeted...