A hostile tale of disclosure and betrayal: Business perceptions of offshoring services

Sven Tuzovic, Rory Mulcahy, Rebekah Russell-Bennett

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

Underpinned by affect infusion theory, this study investigates whether the disclosure of business-to-business (B2B) services being offshored leads to a negative emotional response, known as the hostility triad, and a sense of betrayal. A 2 × 2 survey experiment was employed, manipulating disclosure (disclosure vs. non-disclosure) and temporality of disclosure (past vs. future), and analyzed using ANOVAs and structural equation modeling. The results revealed that non-disclosure of offshoring of B2B services leads to significantly higher levels of negative emotions. Temporality of disclosure is also shown to play a moderating role. Further, modeling demonstrates that the hostility triad of emotions could be considered as a cumulative rather than a discrete set of emotions. These findings provide important implications for future theorizing regarding emotions in B2B marketing as well as policy implications regarding disclosure of relationship conditions.

Original languageEnglish
Pages (from-to)74-88
Number of pages15
JournalIndustrial Marketing Management
Volume102
DOIs
Publication statusPublished - Apr 2022
Externally publishedYes

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