The Guilt Paradox: How a Negative Customer Emotion Can Drive Positive Outcomes

We naturally assume that negative customer emotions result in negative outcomes for a business. Fear, for instance, leads to avoidance, while anger leads to negative word of mouth. However, according to a study by Anne-Madeleine Kranzbühler, Alfred Zerres, Mirella H. P. Kleijnen and Peeter W. J. Verlegh, there is a negative customer emotion that, under specific … Continue reading The Guilt Paradox: How a Negative Customer Emotion Can Drive Positive Outcomes

Poor Apple. Again.

This time last year, Apple launched a new operating system that had numerous technical problems, as well as a mapping app that was so inaccurate that it became the target of many jokes. Fast forward to this year and, once again, Apple’s recent product launches (including 2 models of iPhone 6, the Apple Watch and … Continue reading Poor Apple. Again.