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What is Impact of Company Size on Consumer Expectations about?

This document discusses several studies examining how company size influences consumer expectations and evaluations of company behaviors. The studies found that consumers expect more communal behavior from small companies compared to large companies. As a result, small companies receive lower evaluations than large companies when exhibiting low communal behaviors, due to perceived violations of expectations (Studies 1, 2A, 2B). Additionally, when small companies engage in low communal behavior, they receive

Author

inayah

Language

EN