Induced Over-Benefiting and Under-Benefiting on the Web:Inequity Effects on Feelings and Motivations with Behavioral Implications for Consumption Behavior

Motivation and Emotion

Inequity in its many forms has been the subject of a number of empirical research efforts. Results show that positive inequity, an over-benefited condition, and negative inequity, an under-benefited condition, have divergent effects on subsequent affects and behavioral tendencies. We embed equity treatments within a motivational structure to predict reactions to a quasi-shopping experience in which these methods operate in concert. Interaction effects—predicted by procedural justice considerations as well as instrumentally based arguments—are also tested whereby technical motivation is crossed with the equity conditions. In testing, an online experiment was created incorporating pre- and post-treatment measures. While completing a hypothetical sale, respondents received either an unanticipated, completed coupon field (the over-benefited group), an uncompleted, empty coupon field (the under-benefited group), or were not prompted with a coupon field (the control group). Results showed strong negative effects on postexposure satisfaction, intention, and desire to complete the purchase in the empty coupon field group, and similar positive effects in the completed coupon field group. Moreover, a model linking preexposure variables (expectations and technical sophistication) to postexposure measures was supported indicating carry-through effects. Lastly, procedural justice and instrumental predictions received mixed support when testing for the interaction between technical motivation and inequity. Results showed that, for those in the under-benefited group, there was only a slight tendency for those with higher levels of technical sophistication to report greater satisfaction; however a strong tendency was found for the same individuals to report a lower likelihood of completing the purchase. Implications for future research are discussed.