You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Stop Treating Consumers Like Liabilities, Start Treating Them Like People Consumerist Offers Tips on How to Hold on to Unhappy Customers and Win New Ones; First: Stop Being Such a Jerk By Chris Morran, Published on February 14, 2011 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.