15H Breaking Away From Inferiority; the Strive For Legitimacy in Post-Colonial Service Encounters
This study reveals how inequalities in power structures related to post-colonial context in Nigeria manifests in service-based settings. Building on work by Ustunier & Thompson (2012) it aims to demonstrate the ways in which the experiences and identities of service workers are rendered and transformed through marketplace interactions.
Evelyn Azikiwe and Craig Hirst (2019) ,"15H Breaking Away From Inferiority; the Strive For Legitimacy in Post-Colonial Service Encounters", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 957-957.
Evelyn Azikiwe, Sheffield Hallam University, UK
Craig Hirst, Sheffield Hallam University, UK
NA - Advances in Consumer Research Volume 47 | 2019
My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases
Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
Trust in Doubt: Co-Chair's Invited Panel
Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK