Should a service provider send one long message or several short ones?
In online messaging, how content is delivered can matter as much as what is said. Service providers may message their customers in a single, consolidated block (aggregate format) or multiple, sequential blocks (separate format). Across seven studies, we find that sending aggregate (vs. separate) messages increases perceived thoughtfulness, leading to more favourable evaluations, stronger purchase intentions, and greater preference. This effect is attenuated when the sender is a chatbot rather than a human.
Do disability cues always lower perceived competence—or can they sometimes do the opposite?
Disability cues are often assumed to lower perceived competence, but consumer responses can be more nuanced. We introduce sensory compensation belief—the belief that losing one sense heightens the remaining senses. As a result, when a service employee with a sensory impairment (e.g., blindness) recommends a product that relies on another sense (e.g., headphones), consumers judge the product as higher quality and show greater purchase intention.
What do customers infer when a service employee is visibly pregnant?
Pregnancy is common in customer-facing roles, yet little is known about consumer responses. Across six pre-registered studies, we show that visible pregnancy cues can increase perceived customer-centricity, leading consumers to be more likely to use the service. This effect arises because consumers infer greater perspective-taking from pregnant employees. These findings offer a more positive perspective on pregnancy in service roles, complementing existing research that often emphasizes negative stereotypes about pregnant employees.
Why are people in some cultures more likely to protect their privacy than others?
Consumer privacy protection behaviors are global but vary widely across cultures. Across eight studies—including large-scale surveys, cross-cultural data, real consumer transactions, and controlled experiments—we find that individuals from tight (vs. loose) cultures are more likely to engage in privacy-protection actions. This effect is driven by greater concerns about social judgment in tight cultures, where people are more motivated to avoid being evaluated by others.