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
E8. Perceptions of Out-Group Members: The Effects of Language Abstraction
Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions
SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France