Françoise Simon

A Typology of Decliners of No Junk Mail Stickers: An Abstract

Despite the movement of many firms to electronic media as their mode of direct marketing, store flyers remain a ubiquitous and important communication channel for many retailers to promote new products and communicate price specials. In parallel, the increasing environmental burden of store flyers has raised a public debate in numerous countries, with store flyers being blamed for making up large proportions of household paper waste. This led public authorities to promote the adoption by households of No Junk Mail (NJM hereafter) stickers that prevent them from receiving any form of unaddressed print advertising in their mailbox. Considering both the critical role of store flyers in retailer communication and the rise of consumers’ pro-environmental behaviors, the objective of this research is to develop a typology of NJM stickers actual decliners based on variables drawn from the theory of planned behavior and the literature of media attachment.

The Contribution of Gratitude to Satisfaction Models for Complaining Customers

Consumer research has shown that satisfaction with complaint handling strongly influences word of mouth behaviour, but affects to a lesser extent repurchase intent. To better explain the performance out- comes derived from complaint handling, we propose a conceptual model in which gratitude along with satisfaction are assumed to be critical me- diators of the effects of recovery investments on performance outcomes. This model was tested using a quasi-experimental survey drawing on data from multiple industries. Our results show an opposing pattern of results for each mediator. Whereas gratitude strongly influences repur- chase intent, but is not related to word of mouth, satisfaction with com- plaint handling exhibits a high contribution to word of mouth and no significant effect on repurchase intent. Our findings suggest that the me- diating role of gratitude and satisfaction rely on different psychological mechanisms. Overall, the research empirically demonstrates that short- term feelings of gratitude generated by a complaint handling act are