Customer Fraud and Business Responses: Let the Marketer Beware

(Hardback)

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From remarkably frank and believable responses to their research questionnaire, marketers Tian and Keep provide a wide ranging catalogue of frauds that customers perpetrate on businesses--and why they do it. The researchers report that customer fraud seems to be achieving the status of socially acceptable behavior. Not only do individuals practice it themselves, they share their tactics and strategies with friends, then justify it by saying they are attempting to reestablish justice in the marketplace. The result is a richly detailed study of a growing and economically dangerous trend--and the steps that marketers can take to combat it.

Author Bio

KELLY TIAN is Associate Professor of Marketing at the University of Kentucky, where she teaches graduate and undergraduate courses on ways to design consumer behavior research. Formerly an insurance claims investigator trained to detect fraudulent behavior among amateurs and professionals both, she also worked for the U.S. General Accounting Office. Tian is a regular contributor to the journals of her field on a variety of topics, including consumer nonconformity and resistance. BILL KEEP is Associate Professor of Marketing at Quinnipiac University. His teaching and research center on retailing, channel partnerships, and related legal issues, with a special focus on pyramid schemes, consumer fraud, and the Robinson-Patman Act. Among his various private and public consulting clients are the U.S. Securities and Exchange Commission, the Department of Justice, the Federal Trade Commission, and legal prosecutors in Kentucky and Florida.