The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations

Renaud Lunardo, Dominique Roux () and Damien Chaney ()
Additional contact information
Renaud Lunardo: Kedge Business School [Talence]
Dominique Roux: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Damien Chaney: Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne

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Abstract: Interactions between consumers and the servicescape favor value creation. To this regard, the potential influence of the servicescape on consumer service experience is of most importance. While consumers have been perceived as active and willing to co-create value, this research shows that this is not the case when the servicescape triggers inferences of manipulative intent (IMI) and consumers consequently exhibit lower shopping intentions. In particular, in a context where the literature has overlooked how incongruency may affect IMI, this research focuses on how consumers react when the evocations driven from the servicescape contradict product properties. More specifically, this research investigates how discrepancies between (1) the actual properties of the merchandise and (2) those that are driven by the servicescape lead to IMI and subsequent shopping intentions. Results from an experiment demonstrate that when the evoked and actual properties of the merchandise are incongruent, consumers tend to infer that the servicescape is manipulative, resulting in a decrease in shopping intentions.

Keywords: Servicescape; Incongruency; Manipulative intent; Disfluency; Service-dominant logic; Shopping intentions (search for similar items in EconPapers)
Date: 2016-12
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Citations: View citations in EconPapers (6)

Published in Journal of Business Research, 2016, 69 (12), pp.6097-6105. ⟨10.1016/j.jbusres.2016.06.017⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02022176

DOI: 10.1016/j.jbusres.2016.06.017

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