个性化
杠杆(统计)
人际交往
同性恋
服务(商务)
服务提供商
背景(考古学)
感觉
实证研究
包裹体(矿物)
营销
广告
互联网隐私
心理学
业务
社会心理学
计算机科学
古生物学
哲学
认识论
机器学习
生物
作者
Martin Mende,Maura L. Scott,Valentina Ortiz Ubal,Corinne M.K. Hassler,Colleen M. Harmeling,Robert W. Palmatier
标识
DOI:10.1177/10946705231188676
摘要
Although calls for inclusiveness in services are becoming more vigorous, empirical research on how to design and implement service inclusion for stigmatized consumers remains scant. This paper draws on key questions of personalization (i.e., who personalizes what for whom?) to tailor the (a) source and (b) content of marketing messages in order to better include stigmatized consumers. The authors examine this idea in three experiments in healthcare/well-being settings. In terms of message source, the results show that, in interpersonal interactions, service companies can employ the principle of homophily to better engage stigmatized consumers (Study 1). In contrast, homophily-inspired personalized messages to stigmatized consumers can backfire in the context of consumer-artificial intelligence (AI)-interactions (human-to-avatar interactions; Study 2). Moreover, in terms of message content, Study 3 explores how, and under which conditions, companies can leverage thinking AI versus feeling AI for improved service inclusiveness. Finally, the studies point to anticipated consumer well-being as a crucial mediator driving effective service inclusiveness among stigmatized consumers. The results not only contribute to an emerging theory of service inclusiveness, but also provide service scholars and managers with initial empirical results on the role of AI in inclusive services.
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