Social Effects Of Punishment In Marketing Channels (Abstract)

Maggie Chuoyan Dong, Danny T Wang, Flora F. Gu

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

In a distribution network, a punishment event not only affects the disciplined
distributor, but also changes the attitudes and behavior of those in the same
distribution network (i.e. observers). Extending beyond the dyadic view of
punishment between a manufacturer and distributor, we consider the effect of
punishment on observers. Integrating the insights from deterrence theory, fairness theory, and social network theory, we develop a framework on the social effects of punishment in a distribution network and empirically test it based on a survey in China. The findings suggest two mechanisms – (1) the direct deterrence effect and (2) the trust-building process through which punishment on the focal distributor deters observers’ opportunism. Moreover, these two mechanisms are negatively moderated by the disciplined distributor’s social embeddedness and positively moderated by the focal manufacturer’s monitoring capability.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy 41th Annual Conference
Subtitle of host publicationMarketing to Citizens Going beyond Customers and Consumers
EditorsPaulo Rita
Place of PublicationLisbon, Portugal
PublisherThe European Marketing Academy
Pages256
ISBN (Print)9789897320040
Publication statusPublished - May 2012
EventEMAC 2012: 41st Annual Conference of the European Marketing Academy - Marketing to Citizens Going beyond Customers and Consumers - Lisbon, Portugal
Duration: 22 May 201225 May 2012
http://emac2012.emac-online.org/r/home

Conference

ConferenceEMAC 2012: 41st Annual Conference of the European Marketing Academy - Marketing to Citizens Going beyond Customers and Consumers
Country/TerritoryPortugal
CityLisbon
Period22/05/1225/05/12
Internet address

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