Abstract
Inequity in its many forms has been the subject of a number of empirical research efforts. Results show that positive inequity, an over-benefited condition, and negative inequity, an under-benefited condition, have divergent effects on subsequent affects and behavioral tendencies. We embed equity treatments within a motivational structure to predict reactions to a quasi-shopping experience in which these methods operate in concert. Interaction effects—predicted by procedural justice considerations as well as instrumentally based arguments—are also tested whereby technical motivation is crossed with the equity conditions. In testing, an online experiment was created incorporating pre- and posttreatment measures. While completing a hypothetical sale, respondents received either an unanticipated, completed coupon field (the over-benefited group), an uncompleted, empty coupon field (the under-benefited group), or were not prompted with a coupon field (the control group). Results showed strong negative effects on postexposure satisfaction, intention, and desire to complete the purchase in the empty coupon field group, and similar positive effects in the completed coupon field group. Moreover, a model linking preexposure variables (expectations and technical sophistication) to postexposure measures was supported indicating carry-through effects. Lastly, procedural justice and instrumental predictions received mixed support when testing for the interaction between technical motivation and inequity. Results showed that, for those in the under-benefited group, there was only a slight tendency for those with higher levels of technical sophistication to report greater satisfaction; however a strong tendency was found for the same individuals to report a lower likelihood of completing the purchase. Implications for future research are discussed.
Similar content being viewed by others
REFERENCES
Adams, J. S. (1963). Toward an understanding of inequity. Journal of Abnormal and Social Psychology, 67, 422-436.
Anand, P. (2001). Procedural fairness in economic and social choice: Evidence from a survey of voters. Journal of Economic Psychology, 22, 247-270.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20, 123-138.
Arbuckle, J. L., & Wothke, W. (1999). Amos 4.0 user's guide. Chicago: Smallwaters Corp.
Avery, D. R., & Quiñones, M. A. (2002). Disentangling the effects of voice: The incremental roles of opportunity, behavior, and instrumentality in predicting procedural fairness. Journal of Applied Psychology, 87, 81-86.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.
Bentler, P. M., & Chou, C. P. (1987). Practical issues in structural modeling. Sociological Methods and Research, 16, 78-117.
Beugré, C. D., & Baron, R. A. (2001). Perceptions of systemic justice: The effects of distributive, procedural, and interactive justice. Journal of Applied Social Psychology, 31, 324-339.
Bollen, K. A. (1989a). A new incremental fit index for general structural equation models. Sociological Methods and Research, 17, 303-316.
Bollen, K. A. (1989b). Structural equations with latent variables. New York: Wiley.
Bolton, L. E., Warlop, L., & Alba, J. W. (2003). Consumer perceptions of price (un)fairness. Journal of Marketing Research, 29, 474-491.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers' usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36, 171-186.
Brockner, J., & Wiesenfeld, B. M. (1996). An integrative framework for explaining reactions to decisions: The interactive effects of outcomes and procedures. Psychological Bulletin, 120, 189-208.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136-162). Newbury Park, CA: Sage.
Campbell, M. C. (1999). Perceptions of price unfairness: Antecedents and consequences. Journal of Marketing Research, 36, 187-199.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-536.
Divett, M., Crittenden, N., & Henderson, R. (2003). Actively influencing consumer loyalty. Journal of Consumer Marketing, 20, 109-126.
Epstein, S., & Pacini, R. (1999). Some basic issues regarding dual-process theories from the perspective of cognitive-experiential self-theory. In S. Chaiken & Y. Trope (Eds.), Dual process theories in social psychology (pp. 462-482). New York: Guilford.
Farkas, A. J., & Anderson, A. H. (1979). Multidimensional input in equity theory. Journal of Personality and Social Psychology, 37, 879-896.
Feather, N. T. (Ed.). (1982). Expectations and actions: Expectancy-value models in psychology. Hillsdale, NJ: Erlbaum.
Feinberg, F. M., Krishna, A., & Zhang, C. J. (2002). Do we care what others get? A behaviorist approach to targeted promotions. Journal of Marketing Research, 34, 277-291.
Fisher, C. D. (2002). Antecedents and consequences of real-time affective reactions at work. Motivation and Emotion, 26, 3-30.
Fisk, R. P., & Young, C. E. (1985). Disconfirmation of equity expectations: Effects of consumer satisfaction with services. In E. C. Hirschman & M. B. Holbrook (Eds.), Advances in consumer research (Vol. XII, pp. 340-345). Provo, UT: Association for Consumer Research.
Goodwin, C., & Ross, I. (1990). Consumer evaluations of responses to complaints: What's fair and why?. Journal of Services Marketing, 4, 53-61.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62, 46-59.
Hall, R. J., Snell, A. F., & Foust, M. S. (1999). Item parceling strategies in SEM: Investigating the subtle effects of unmodeled secondary constructs. Organizational Research Methods, 2, 233-256.
Harris, R. J. (1983). Pinning down the equity formula. In D. M. Messick & K. S. Cook (Eds.), Equity theory: Psychological and sociological perspectives (pp. 207-241). New York: Praeger.
Heilman, C. M., Nakamoto, K., & Rao, A. G. (2002). Pleasant surprises: Consumer responses to unexpected in-store coupons. Journal of Marketing Research, 39, 242-252.
Hess, R. L., Jr., Ganesan, S., & Klein, N. M. (2003). Service failure and recovery: The impact of relationship factors on consumer satisfaction. Journal of the Academy of Marketing Science, 31, 127-145.
Homans, G. C. (1961). Social behavior: Its elementary forms. New York: Harcourt, Brace & World.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: Wiley.
Inman, J. J., & McAlister, L. (1994). Do coupon expiration dates affect consumer behavior? Journal of Marketing Research, 31, 423-428.
Kirsch, I. (Ed.). (1999). How expectancies shape experiences. Washington, DC: American Psychological Association.
Lind, E. A., Kray, L., & Thompson, L. (2001). Primacy effects in justice judgments: Testing predictions from fairness heuristic theory. Organizational Behavior and Human Decision Processes, 85, 189-210.
Lind, E. A., & Tyler, T. R. (1988). The social psychology of procedural justice. New York: Plenum.
Maruyama, G. M. (1998). Basics of structural equation modeling. Thousand Oaks, CA: Sage.
Maxham, J. G., III, & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78, 239-252.
Medsker, G. J., Williams, L. J., & Holahan, P. J. (1994). A review of current practices for evaluating causal models in organizational behavior and human resource management. Journal of Mangement, 20, 429-464.
Mowen, J. C., & Grove, S. J. (1983). Search behavior, price paid, and the “comparison other”: An equity theory analysis of post purchase satisfaction. In R. L. Day & H. K. Hunt (Eds.), International fare in consumer satisfaction and complaining behavior (pp. 57-63). Bloomington, IN: Foundation for the School of Business, Indiana University.
Novak, T. P., Hoffman, D. L., & Duhachek, A. (2003). The influence of goal-directed and experiential activities on online flow experiences. Journal of Consumer Psychology, 13, 3-16.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: Irwin/McGraw-Hill.
Oliver, R. L., & Burke, R. R. (1999). Expectation processes in satisfaction formation: A field study. Journal of Service Research, 1, 196-214.
Oliver, R. L., & Shor, M. (2003). Digital redemption of coupons: Satisfying and dissatisfying effects of promotion codes. Journal of Product and Brand Management, 12, 121-134.
Oliver, R. L., & Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. Journal of Marketing, 53, 21-35.
Shankar, V., Smith, A. K., & Ramaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20, 153-175.
Shepperd, J. A., & McNulty, J. K. (2002). The affective consequences of expected and unexpected outcomes. Psychological Science, 13, 85-88.
Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search. Journal of Retailing, 77, 397-416.
Sparks, B. A., & McColl-Kennedy, J. R. (2001). Justice strategy options for increased customer satisfaction in a service recovery setting. Journal of Business Research, 54, 209-218.
van den Bos, K., Lind, E. A., Vermunt, R., & Wilke, H. A. M. (1997). How do I judge my outcome when I do not know the outcome of others? The psychology of the fair process effect. Journal of Personality and Social Psychology, 72, 1034-1046.
van Dijk, W. W., Zeelenberg, M., & van der Pligt, J. (2003). Blessed are those who expect nothing: Lowering expectations as a way of avoiding disappointment. Journal of Economic Psychology, 24, 505-516.
Walster, E. G., Walster, W., & Berscheid, E. (1978). Equity: Theory and research, Boston: Allyn & Bacon.
Zeelenberg, M., & Pieters, R. (1999). Comparing service delivery to what might have been: Behavioral responses to regret and disappointment. Journal of Service Research, 2, 86-97.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Oliver, R.L., Shor, M. & Tidd, S.T. Induced Over-Benefiting and Under-Benefiting on the Web: Inequity Effects on Feelings and Motivations with Implications for Consumption Behavior. Motivation and Emotion 28, 85–106 (2004). https://doi.org/10.1023/B:MOEM.0000027279.32022.d0
Issue Date:
DOI: https://doi.org/10.1023/B:MOEM.0000027279.32022.d0