The positive effect of physical constraints on consumer evaluations of service providers
Yael Steinhart,
Irit Nitzan,
Jacob Goldenberg and
David Mazursky
PLOS ONE, 2022, vol. 17, issue 10, 1-21
Abstract:
Consumers tend to have negative perceptions of service providers that limit their freedom. People might therefore be expected to respond particularly negatively to service providers that physically limit their freedom of movement. Yet, we suggest that physical constraints that a service provider unapologetically imposes with no obvious logical justification (e.g., closing a door and restricting consumers to stay inside a room) may, in fact, boost consumers’ evaluations of the service provider. We propose that this effect occurs because consumers perceive such constraints as creating a structured environment, which they inherently value. Six studies lend converging support to these propositions, while ruling out alternative accounts (cognitive dissonance, self-attribution theory). We further show that the positive effect of physical constraints on evaluations is reversed when consumers perceive the constraints as excessively restrictive (rather than mild). These findings suggest that service providers may benefit from creating consumption conditions that mildly restrict consumers’ freedom of movement.
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0275348 (text/html)
https://journals.plos.org/plosone/article/file?id= ... 75348&type=printable (application/pdf)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0275348
DOI: 10.1371/journal.pone.0275348
Access Statistics for this article
More articles in PLOS ONE from Public Library of Science
Bibliographic data for series maintained by plosone ().