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
Share Proceeding
Featured papers
See MoreFeatured
I8. How Food Images on Social Media Influence Online Reactions
Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA
Featured
Meat the Needs: Ahold Delhaize Sustainable Retailing Model
Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA
Featured
Stigma at Every Turn: Exploring Bi+ Consumer Experiences
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln