Author Interviews, Social Issues / 22.12.2017
Employees At Discount Stores May Face More Rude Shoppers
MedicalResearch.com Interview with:
Alexander P. Henkel, PhD
Business Intelligence and Smart Services (BISS) Institute / Open University, The Netherlands
MedicalResearch.com: What is the background for this study? What are the main findings?
Response: As consumers, we are frequently bombarded with a myriad of marketing tactics. One tactic regularly employed by thrift-oriented brands is to highlight low prices, discounts, and sales promotions. When consumers encounter these low-price signals, they may adopt a price conscious mentality, that is, a singular focus on getting the cheapest deal. A price conscious mentality is likely beneficial for consumers, as it helps them save money. However, it is also possible that it has negative implications, particularly for how consumers perceive and interact with other human beings in the marketplace, such as customer service employees. We investigated this question in a collaboration project between the Business Intelligence and Smart Services (BISS) Institute (founded by the Open University and Maastricht University, both Netherlands) and the University of British Columbia in Canada.
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