服务感知中的积极效应:见过一个就等于见过全部?

The Positivity Effect in Perceptions of Services: Seen One, Seen Them All?: Table 1

Journal of Consumer Research · 2003
被引 113
FT 50UTD 24ABS 4★

中文导读

研究发现消费者在缺乏服务经验时,对单个员工的正面信息会过度推断其他员工也正面,而负面信息则不会同等程度地推断其他员工也负面。

Abstract

A series of studies show converging evidence of a positivity effect in consumers' inferences about service providers. When the consumer has little experience with a service, positive information about a single employee leads to inferences that the firm's other service providers are similarly positive to a greater extent than negative information leads to inferences that the firm's other service providers are similarly negative. Four studies were conducted that varied in the amount of information about the service provider, the firm, and the service. The positivity effect was supported despite differences across studies in methods as well as measures.

消费者行为服务营销社会认知