The Undesired Discounting Effect of Budget Brands: How Brand Positioning Affects Perceptions of Customer Service Representatives’ Human Qualities

Much prior research finds that consumers draw inferences about brands based on the humans representing them, employees. In contrast, we demonstrate the opposite effect; brands shape consumers’ perceptions of employees’ human qualities. Specifically, we show that a budget positioning leads consumers to dehumanize and act less prosocially toward employees.



Citation:

Alexander Henkel, Johannes Boegershausen, Karl Aquino, and Jos Lemmink (2016) ,"The Undesired Discounting Effect of Budget Brands: How Brand Positioning Affects Perceptions of Customer Service Representatives’ Human Qualities", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 42-47.

Authors

Alexander Henkel, Maastricht University, The Netherlands
Johannes Boegershausen, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Jos Lemmink, Maastricht University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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