Reducing Majority Customers' Prejudiced Behavior in Inter-Ethnic Service Encounters - Applying a Stress and Coping Framework

Simon Brach, Friedrich-Schiller-Universität Jena, Germany
Gianfranco Walsh, Friedrich-Schiller-Universität Jena, Germany
Arne Albrecht, Friedrich-Schiller-Universität Jena, Germany
David Dose, Friedrich-Schiller-Universität Jena, Germany
Patrick Hille, Friedrich-Schiller-Universität Jena, Germany
Mario Schaarschmidt, Friedrich-Schiller-Universität Jena, Germany
The study investigates majority customers’ behavior within inter-ethnic service encounters. Based on a theoretical framework and a video-based paradigm from psychological research on inter-ethnic contact situations, the study allows for a better understanding of the discriminative process within inter-ethnic service encounters and possible ways of reducing it.
[ to cite ]:
Simon Brach, Gianfranco Walsh, Arne Albrecht, David Dose, Patrick Hille, and Mario Schaarschmidt (2012) ,"Reducing Majority Customers' Prejudiced Behavior in Inter-Ethnic Service Encounters - Applying a Stress and Coping Framework", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1069-1069.