Few studies have been conducted on special treatment, and they have always considered it as a rewarding tool aimed at maintaining loyalty. However, special treatment is more and more widely used by firms during their first interaction with customers, as a recruiting tool. Relying on the concepts of equity, perceived legitimacy, inference and psychological reactance, we assume that such special treatments can be risky. A qualitative study, conducted in 2009 on 15 individuals, showed that they give rise to ambivalent reactions. Some of them take the form of a motivational state of resistance that leads to escape and rejection behaviors. A conceptual model is finally suggested.
BUTORI, R. and PEZ, V. (2009). Le traitement de faveur comme outil de recrutement de clientèle : le problème de la résistance du consommateur. In: Actes des 14èmes journées de Recherche en Marketing de Bourgogne. Association Française du Marketing (AFM).