This research identifies a new source of failure to make accurate affective predictions or to make experientially optimal choices. When people make predictions or choices, they are often in the joint evaluation (JE) mode; when people actually experience an event, they are often in the single evaluation (SE) mode. The "utility function" of an attribute can vary systematically between SE and JE. When people in JE make predictions or choices for events to be experienced in SE, they often resort to their JE preferences rather than their SE preferences and overpredict the difference that different values of an attribute (e.g., different salaries) will make to their happiness in SE. This overprediction is referred to as the distinction bias. The present research also specifies when the distinction bias occurs and when it does not. This research contributes to literatures on experienced utility, affective forecasting, and happiness.

The Construction of Preference: Distinction Bias: Misprediction and Mischoice Due to Joint Evaluation

Globalization has made exposure to multiple cultures not only possible, but often necessary and unavoidable. This article focuses on how people react and adapt to increasing globalization and multiculturalism. We posit that reactions to multiculturalism and intercultural contact are not universal and are themselves shaped by cultural experiences. That is, culture provides a frame of reference for reconciling and negotiating the inflow of foreign cultures and peoples. Although exposure to foreign cultures can widen one's worldview, thereby enhancing creativity and reducing prejudice, intercultural contact can also bring about negative exclusionary responses such as aversion, disgust, and defensiveness. We explore how culture and individual differences, such as a belief in racial essentialism, critically shape reactions to intercultural contact. Our discussion sheds light on recent geopolitical and societal shifts that reflect an increased backlash against rising globalization and cultural diversity.

http://journals.sagepub.com/doi/pdf/10.1177/1745691617700496

How Does Culture Matter in the Face of Globalization

Globalization has rendered culture mixing a pervading and overwhelming phenomenon. Culture mixing refers to the coexistence of representative symbols of different cultures in the same space at the ...

Advancing Our Understanding of Culture Mixing

https://findresearcher.sdu.dk:8443/ws/files/155907701/JBR_fostering_MC_Wellbeing_final_draft.pdf

Constructing a bridge to multicultural marketplace well-being: a consumer-centered framework for marketer action

The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this ...

/pdf/enhancing-consumer-attitude-toward-culturally-mixed-symbolic-17tb9y69ap.pdf

Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect


Purpose
This study aims to apply the elaboration likelihood model to explore when, how and why robotic services increase customer engagement.


Design/methodology/approach
A field survey and two experiments were conducted to examine the proposed theoretical framework.


Findings
The robots’ proactive behavior encouraged customers to trust and engage with them. The influence of this behavior on customer engagement increased for highly interaction-oriented customers or when the reputations of companies were poor.


Practical implications
The findings can inform the efficient management of customer–robot interactions and thus support firms’ relationship marketing objectives.


Originality/value
The literature on robotic services has recognized that robots should be proactive to ensure positive customer experiences, but few studies have explored the relational outcomes of proactive robotic services. The authors’ in-depth empirical examination thus extends research into the role these services can play in fostering customer engagement.


How do consumers engage with proactive service robots? The roles of interaction orientation and corporate reputation

ABSTRACT Service robots provide operational benefits to restaurants, but the mechanism through which novel robotic services optimize customer experience given appropriate robots’ dependence on human employees remains unclear. To fill this gap, this study adopts the transmission model of customer inspiration and identifies customer value cocreation processes in robotic services. Combined evidence from two online experiments and a field experiment demonstrates that robotic service novelty has a positive effect on customer cocreation intention via customer inspiration. Robotic task interdependence, which reflects the extent to which a robot relies on human employees to complete its tasks, attenuates the relationship between robotic service novelty and customer cocreation intention through decreased customer inspiration. These findings offer insights into marketing strategies for robotic services that provide enhanced customer experiences.

The mechanism of value cocreation in robotic services: customer inspiration from robotic service novelty

Results from a field experiment conducted in Guangzhou, China, show that Chinese consumers react more negatively to culture-mixed products after shopping (vs. simply entering) in a high-status Chinese store (Exception). This effect was absent among Chinese consumers who shopped (vs. simply entered) in a high-status European store, a low-status European store, or a lower status Chinese store. The effect was also absent among Western shoppers. We argue that the Exception effect among Chinese consumers emerges due to heightened perceptions of the rising status of China—which might increase the positivity of Chinese identity and hence prompt a rejection of foreign cultural influences.

Dongmei Li

Papers

Advancing Our Understanding of Culture Mixing

How do consumers engage with proactive service robots? The roles of interaction orientation and corporate reputation

The mechanism of value cocreation in robotic services: customer inspiration from robotic service novelty

The Exception Effect How Shopping Experiences With Local Status Brands Shapes Reactions to Culture-Mixed Products

Proactivity or passivity? An investigation of the effect of service robots’ proactive behaviour on customer co-creation intention