讲座：How consumers manage embarrassing service encounters: The role of dehumanization
题 目：How consumers manage embarrassing service encounters: The role of dehumanization
嘉 宾：王雪华 副传授 华东师范大学
掌管人：王良燕 传授 上海交通大学安泰经济与办理学院
地 点：上海交通大学 徐汇校区 安泰楼A503室
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.
王雪华博士毕业于香港都会大学，曾就任于澳门科技大学与上海财经大学，今朝为华东师范大学经济与办理学部亚欧商学院副传授。传授了营销办理、计谋品牌办理、社会迷信方式论和社会意理学等课程，并在Journal of Marketing Research、Journal of Service Research和Journal of Business Research等国际外顶级和权势巨子期刊上颁发论文十余篇，掌管相干国度天然迷信基金名目。