Cynical consumers : dangerous enemies, loyal friends

Abstract

Some consumers are fed up with what they see as selfish, deceptive and manipulative behavior from companies.Consumers are also angry about companies' self-centered disregard for the interests of otherstheir employees, the environment, geographic neighbors, and consumers themselves.This research studies consumer cynicism.Consumer cynicism is a perception that firms are willing to take advantage of consumers and others to get what they want, even to the point of deliberate dishonesty

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