People feel closer to businesses and nonprofits that solicit their advice, but soliciting expectations can distance potential customers, according to a new study in the Journal of Consumer Research.
"Marketers and nonprofits alike regularly solicit input from customers or donors for myriad reasons, most notably to measure consumers' preferences, expectations, and satisfaction," write authors Wendy Liu (USCD) and David Gal (Northwestern University). Interactive media such as Facebook and Twitter are providing even greater opportunities for interaction with customers.