When Others Get More: Emotional and Behavioral Consequences of Spontaneous Preferential Treatments

This study examines whether spontaneous preferential treatment in retail clothing evokes perceptions of unfairness among observer customers and how these perceptions influence attitudes and behaviors toward the service provider via envy, anger, and disappointment. Drawing on social comparison and equity theories, a scenario-based survey of 578 customers was analyzed with PROCESS Macro. Results show that preferential treatment triggers negative emotions through social comparisons, which, in turn, foster negative word-of-mouth, complaints, and switching intentions. Furthermore, consumer cynicism amplifies these effects, underscoring the overlooked but critical role of observer customers in service experiences and preferential treatment contexts within contemporary competitive retail markets.