Research in Consumer Misbehaviour: A Simulation Game Approach
Drennan, Judy C., Drennan, Penny, & Keeffe, Dominique A. (2007) Research in Consumer Misbehaviour: A Simulation Game Approach. In 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3-5 December 2007, Dunedin, New Zealand.
Misbehaving consumers are pervasive during service encounters (Fullerton & Punj, 1993; Powers, 1993; Robinson & O'Leary-Kelly, 1998). Therefore, consumer misbehaviour has become an interesting area of research owing to its adverse psychological, financial, and social impacts on organisations, their employees and other consumers (Fullerton & Punj, 1993; Harris & Reynolds, 2003). However, attempting to collect data on consumer misbehaviour is hindered by current research techniques that are low in involvement for respondents. Methodological research suggests that the optimal technique to increase the level of respondent involvement with a scenario is an elaborate simulation game (Greenberg & Eskew, 1993). This paper therefore examines how simulation games might be used to accurately elicit realistic cognitive, emotional and behavioural consumer responses.
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|Item Type:||Conference Paper|
|Additional Information:||The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2007 (please consult author)|
|Deposited On:||14 Aug 2008|
|Last Modified:||29 Feb 2012 13:38|
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