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    How do customers react to preferential treatment? An affective events theory and time-lagged survey by Qurat Ul Ain, Qurat Ul Ain, Lim, Weng Marc, Rasool, Shahid, Muhammad Zeshan, Muhammad Zeshan

    Published 2024
    “…We discovered that preferential treatment makes customers much happier, which then encourages them to both advocate for and buy products on a whim. Unexpectedly, our findings indicate that preferential treatment's ability to elevate customer happiness is somewhat diminished in those with a higher inclination toward seeking attention (attention-seeking motives), due to a perceived lack of genuineness or merit in the treatment received. …”
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