講座主題：How consumers manage embarrassing service encounters: The role of dehumanization

主講人：王雪華，華東師範大學經濟與管理學部亞歐商學院副教授

講座時間：2021年6月18日（周五）早上09:00-11:00

講座地點⛑️🪔：商學院大樓212室

邀請部門：工商管理系

講座摘要：

The current research investigates dehumanization as a way consumers manage feelings of embarrassment experienced in retail and service contexts. The results of six experimental studies (three in a field setting and three conducted online) provide converging evidence that when consumers buy embarrassing products or require an embarrassing medical service, they dehumanize the service provider. Specifically, when in an embarrassing service interaction, consumers tend to engage in mechanistic dehumanization, perceiving service providers as more mechanistic and less capable of emotional reactions than when in a non-embarrassing service interaction. The studies also show that when faced with embarrassing retail or service situations, consumers prefer service providers who show a mechanistic demeanor over those who are warm and looking to build rapport. These findings extend the dehumanization literature by providing an example of a subtle, everyday form of mechanistic dehumanization, and contribute to the research on embarrassment by identifying a unique way that consumers manage their feelings of embarrassment in retail and service encounters.

主講人簡介：

王雪華副教授：博士畢業於香港城市大學，曾就職於澳門科技大學與上海財經大學，目前為華東師範大學經濟與管理學部亞歐商學院副教授🤾🏿‍♂️。教授了營銷管理、戰略品牌管理、社會科學方法論以及社會心理學等課程，並在Journal of Marketing Research🧑🏽‍🏫、Journal of Service Research以及Journal of Business Research等國內外頂級和權威期刊上發表論文十余篇，主持相關國家自然科學基金項目。