This paper studies quality choice in a model where consumers expect firms (or brands) to act altruistically. Under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing brands can face a larger demand for new products than new entrants. Moreover, the failure of new products can reduce the demand for a brand's existing products even if the quality of these existing products is well understood by consumers. The model provides an interpretation for the dependence of the success of brand extensions on the ``fit" between the original product and the extension. The model can also explain why a ``high-end" brand that is expected to care only for its most quality sensitive customers can have an advantage in introducing a product relative to a brand that is expected to be more widely altruistic.Julio J. Rotemberg Graduate School of Business Harvard University, Morgan Hall Soldiers Field Boston, MA 02163 and NBER jrotemberg@hbs.eduWhile there exists an extensive theoretical literature on quality provision, the role of altruism from firms to consumers in the supply of quality appears to have been completely neglected. This paper seeks to fill this gap. It should be intuitive that this kind of altruism can contribute to quality in the case of experience goods, where consumers only learn the quality of the good after purchasing it. Managers (and employees) of altruistic firms obtain vicarious benefits when consumers have a good experience after buying their goods. The result is that, relative to selfish firms, they have more to gain from from providing a good of higher quality.The literature's neglect of this straightforward mechanism of quality enhancement may be due to skepticism about the relevance of altruism on the part of firms. It is worth noting, however, that firms's mission statements routinely assert their desire to serve customers.
1Consumers also appear to expect some suppliers to care for them, as evidenced by their reactions when companies disappoint them. Fournier (1998, p. 355) discusses a consumer she calls "Karen" who, recollecting a design change Mary Kay Cosmetics said: "I remember feeling, 'how could they do that to me?'." Similarly, the price cut of Apple's iPhone in 2007 led one customer to describe his reaction as "a feeling of betrayal of trust by a corporation I adored." 2 Consumers know firms principally through their brands, and this paper tries to analyze some sources and some consequences of consumer's expectations regarding brand altruism.Since altruistic firms provide higher quality goods, a consumer who is impressed by the quality of her purchase should come to expect more altruism towards her from the brand under which this good is sold. As a result, she should expect high quality when this brand launches a new good ("a brand extension") that is also directed at her. This raises the demand for brand extensions, and this effect should be particularly strong when, as in Rotemberg (2010), consumers become a...