Fairness and Consumer Behavior: A WWJD (What Would Justice Do?) Analysis Chapter uri icon


  • This chapter identifies the customer-service provider interaction where fairness concerns are likely to arise, and discuss the implications of these fairness concerns. It reviews research from a variety of different contexts with an awareness that the context itself is likely an important moderator of relationships between fairness and customer outcomes such as satisfaction, trust, repatronage behavior, and positive or negative word of mouth. The chapter examines the influence of justice in consumer behavior settings. The aftermath stage could contain many interactions between customers and service providers. The chapter recognizes that merely by entering the physical setting, customers may receive cues or information from their initial environmental scan that could create new fairness judgments, or change existing fairness judgments. It concludes with recommendations for researchers and practitioners, along with a discussion of some of the limitations in the research on this topic.

author list (cited authors)

  • Koopman, J., Wilson, K. S., & Conlon, D. E.

complete list of authors

  • Koopman, Joel||Wilson, KS||Conlon, DE

editor list (cited editors)

  • Rahim, M. A.

Book Title

  • Diversity, Conflict, and Leadership

publication date

  • 2011