M&E Research Publications

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    Customers' political ideology and Self-Service Technologies: Do political leanings predict usage of Self-Service Technologies?
    (John Wiley and Sons Inc, 2024) Malekshah, Nasim N.; Kamran-Disfani, Omid; Mousavi, Javad; Aghaie, Sina
    Self-service technologies are widely used in business, and retailers and service firms invest significant resources to obtain and improve their Self-Service Technology capabilities. To allocate resources efficiently, it is crucial for firms to predict Self-Service Technology usage by their customers. However, predictors in the extant literature (e.g., customers' perceptions and personality traits) are not easy to objectively measure or obtain secondary data about. This research proposes and examines political ideology, for which fairly accurate and objective data can be obtained, as a novel predictor of customer Self-Service Technology usage. In four studies in different contexts, the authors consistently find that political ideology is significantly related to customers' intention to use and actual use of Self-Service Technologies; Liberals, on average, are found to be significantly more likely to use Self-Service Technologies compared to conservatives. Moreover, process complexity is identified as a moderator of this effect. In addition, two mediators, customers' need for interaction and customers' perceived control, through which political ideology affects intention to use Self-Service Technologies are uncovered. The manuscript concludes with a discussion of contributions and practical implications for managers and practitioners as well as avenues for future research. © 2024 Wiley Periodicals LLC.
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    The effects of innovation on product recall likelihood
    (Elsevier Inc., 2024-02) Cockrell, Seth; Friske, Wesley; Voorhees, Clay M.; Calantone, Roger J.
    Although the consequences of product recalls are well-documented in the literature, literature on the antecedents of recalls is lacking. This study investigates the effects of innovation practices on the likelihood of product recalls in the automotive industry. In doing so, we assess if pushing too hard on innovation can increase the risks that trigger recalls. We assess this potential by leveraging 284 make-year observations. The results demonstrate that innovation radicalness and product line breadth are positively associated with recalls. Furthermore, previous recall magnitude moderates the relationship between innovation radicalness and subsequent recalls. The authors find that the interaction of innovation radicalness and previous recall magnitude increases subsequent recalls, suggesting that firms that are already struggling with recalls can fall further behind by taking risks with their innovation strategy. The managerial and theoretical implications are discussed.
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    Editorial: critiques and conflicts in service research: suggestions for redefining the marketing of goods and services as a business discipline
    (Emerald Publishing, 2023-11) Cronin, J. Joseph, Jr.; Nagel, Duane M.
    Purpose: This commentary aims to identify the myopic drift of the marketing discipline and to opine on the areas in which the leadership of service scholars is needed. The authors identify specific areas where the input of service scholars is needed to enable the discipline to better contribute to users, providers, and society. For example, the growing gap between marketing scholarship and practical business needs is acknowledged, emphasizing the unique position of service scholars to bridge this divide. While consumer well-being is crucial, the exclusive focus on behavioral science is critiqued. Marketing's roots are deeply connected to economics, shaping consumer choices, and service scholars can help revive marketing's essence. Design/methodology/approach: Personal reflections and historical literature assessment. Findings: The services discipline is caught in the general myopic behavioral drift of the marketing discipline. However, they are well positioned to reverse the trend by seeking leadership in PhD programs, journal editorships and review boards, faculty recruiting, hiring and promotion, and by continuing its engagement with industry professionals. Research limitations/implications: The authors suggest extensive goals for service scholars. To accomplish these goals, it will be necessary to challenge the increasing behavioral drift of the majority of existing scholars in the discipline. Originality/value: This work is original and controversial. It is meant to inspire discussion and focus attention on the problems inherent in the increasingly myopic behavioral orientation of the members of the discipline's academic community.
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    Sympathy or shock: How transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands
    (Emerald Publishing, 2023-10) Matthews, A. Lynn; Luebke, Sarah S.F.
    Purpose: Moral transgressions committed by person-brands can negatively impact consumers through the transgression's diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression's centrality and consistency impact important consumer perceptions and behavioral intentions toward a person-brand, holding constant the transgression in question. These outcomes are crucial for person-brands to understand how to minimize and manage the impact of a given transgression. Design/methodology/approach: This paper uses three online consumer experiments to manipulate transgression diagnosticity via centrality and consistency and identifies the resulting impact on consumer-brand identification, trustworthiness and consumer digital engagement intentions through PROCESS models. Findings: High-diagnosticity transgressions lower consumer digital engagement intentions regarding the person-brand and their endorsed products. This effect is serially mediated by consumer-brand identification, as predicted by social identity theory, and by perceived trustworthiness of the person-brand. Practical implications: Person-brands should emphasize the nondiagnostic nature of any transgressions in which they are involved, including a lack of centrality and consistency with their brand, and guard against the appearance of diagnostic transgressions. Originality/value: This paper shows that transgression diagnosticity impacts consumer engagement through the pathway of consumer-brand identification and trustworthiness. It also manipulates aspects of diagnosticity that can be influenced by the person-brand (centrality and consistency) while holding the transgression constant. As such, this paper extends the literature on transgressions, on person-branding strategy, and on social identity theory.
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    How do embarrassing service disruptions impact bystanders' word-of-mouth, complaining, and avoidance? The moderating role of self-construal
    (John Wiley and Sons Ltd, 2023-10) Ziegler, Alexander H.; Allen, Alexis M.; Peloza, John; Norris, J. Ian
    In public settings such as retail, an embarrassed consumer may be witnessed by others. Thus, vicarious embarrassment may be even more ubiquitous than embarrassment itself. However, the impact of observers' individual characteristics on reactions to embarrassing service disruptions is not clear. To close this gap, the current research examines how observers' self-construal, or their perception of the self in relation to others, systematically alters observers' responses to embarrassing service disruptions. The data for this research was collected from 674 US respondents recruited amongst undergraduate students at a large North American university (study 1, $n$ = 193) and from an online subject panel (study 2, $n$ = 281 and study 3, $n$ = 200). Across all three experiments, the authors demonstrate that vicarious embarrassment is conditional on observers' self-construal. Specifically, the results demonstrate that observers with a predominantly interdependent self-construal experience stronger vicarious embarrassment than consumers with a predominantly independent self-construal. This occurs because they are more likely to take the actor's perspective. These differences manifest whether we operationalize self-construal as a measured individual difference or use a prime to induce self-construal situationally. Furthermore, observers with a predominantly interdependent self-construal alter their word-of-mouth, complaining, and avoidance intentions, effects mediated by perspective-taking and vicarious embarrassment. The current research contributes to theory and practice by introducing self-construal as a boundary condition to the vicarious embarrassment literature.