The Effect of Priming Affect on Customer Service Satisfaction
通过两个实验发现，在购物小票上贴笑脸贴纸能提升顾客对服务的满意度，且顾客并未意识到这种影响。
A quasi-experiment (study 1) and an online true experiment (study 2) examined the effect of priming affect on customer service satisfaction. In study 1, shoppers who received a “happy face” sticker on their retail receipt were more satisfied with the service they received than were those who did not receive a sticker. To determine whether customers were unaware of the influence of the prime on their level of satisfaction, a second study was conducted where customers were randomly assigned to conditions. Again, the results revealed that priming positive affect increased satisfaction with the store’s service without a customer being aware of the influence of the prime. The results of these two studies suggest that a small change in the environment can influence customer satisfaction with the service received. A third experiment involving an exact replication, and an implicit as well as an explicit measure of affect, suggests the robustness of this finding.