The Effect of Co-Consumer Age and Service Context on Service-Related Attitudes

ABSTRACT - Although services are often delivered in settings where many consumers are present at the same time, the issue of how co-consumers affect service perceptions has received little attention. In the present study we manipulate co-consumer age and service setting in an experimental context, using settings selected to make salient either physical or personal-expressive person attributes. We find that younger consumers do regard older consumers significantly more negatively compared to those who are their own age, and this affects their patronage intentions. Perceptions of co-consumer sociability are not affected by age.

Citation:

M. V. Thakor and Katayoun Saleh (2001) ,"The Effect of Co-Consumer Age and Service Context on Service-Related Attitudes", in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 249.

Advances in Consumer Research Volume 28, 2001     Page 249

THE EFFECT OF CO-CONSUMER AGE AND SERVICE CONTEXT ON SERVICE-RELATED ATTITUDES

M. V. Thakor, Concordia University

Katayoun Saleh, Concordia University

ABSTRACT -

Although services are often delivered in settings where many consumers are present at the same time, the issue of how co-consumers affect service perceptions has received little attention. In the present study we manipulate co-consumer age and service setting in an experimental context, using settings selected to make salient either physical or personal-expressive person attributes. We find that younger consumers do regard older consumers significantly more negatively compared to those who are their own age, and this affects their patronage intentions. Perceptions of co-consumer sociability are not affected by age.

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