Marketplace Interaction Styles and Consumer Free-Riding

Abstract

Individuals approach consumer decision making through several styles. The consumption-related decisions made by individuals are hypothesized to vary by their marketplace interaction styles. This study examines the relationship between the marketplace interaction styles of assertiveness and aggressiveness and attitudes toward consumer free-riding (accessing the pre-purchase services offered by traditional retailers at no cost, while making product purchases at lower priced limitedservice retailers). The findings support the contention that individuals with differing marketplace interaction styles possess differing attitudes toward consumer free-riding. The differences observed, however, were not all consistent with those hypothesized.

Key Words:

• Consumer free-riding
• market interaction styles
• aggressiveness
• assertiveness
• retailing