O9. the Role of Numerical Identification in Customer Reaction Toward Service Failure
This research investigates the consequence of assigning numbers to customers (e.g., room numbers) in a service context. Two experiments show that, after being identified by a number, customers would be more tolerant of service failure. This effect is found to be driven by the self-dehumanization process triggered by numerical identification.
JIEXIAN (Chloe) HUANG and Yuwei Jiang (2018) ,"O9. the Role of Numerical Identification in Customer Reaction Toward Service Failure", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 910-910.
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
NA - Advances in Consumer Research Volume 46 | 2018
When Negative Observations Broaden Generalization of Product Attributes to Novel Products
Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA
Examining the Link between Predicted Identity Change and Future Well-Being
Joseph Reiff, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Jordi Quoidbach, ESADE Business School, Spain
P6. Marginal Cost Consideration
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA