The fickle mistress

Date of publication: June 15, 2014

Author: Shobha Prasad

Abstract:

Our research studies over the years on the impact of change on loyal consumers show that they are excessively sensitive to change, But what is interesting is the fact that, parallel to the drive for stability, there is a drive for change. We call this contrary set of drivers the Change-Costancy conflict and respond to change. The intent in this paper is to get the heart of this conflict and understand how it impacts the loyal consumers' choice and behaviour.

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