Dynamically Solving the Self-Presenter’S Paradox: When Customer Care Should Be Warm Vs. Competent
While scholars increasingly investigate consumer language, conversational dynamics have received little attention. We introduce a novel methodological approach and apply it to the warmth/competence trade-off. Rather than being warm OR competent, customer service people can enhance consumer perceptions by speaking both affectively and cognitively, but at different times.
Citation:
Yang Li, Grant Packard, and Jonah Berger (2020) ,"Dynamically Solving the Self-Presenter’S Paradox: When Customer Care Should Be Warm Vs. Competent", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 981-986.
Authors
Yang Li, Cheung Kong Graduate School of Business, China
Grant Packard, York University, Canada
Jonah Berger, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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