Goal-relevant versus incidental similarity when choosing between multiple service providers

Arndt, Aaron D.; Karande, Kiran; Harrison, Kristina; Khoshgadam, Leila

doi:10.1016/j.jbusres.2019.12.012

Cited by 6 publications

(15 citation statements)

References 28 publications

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“…attractiveness (Byrne et al, 1967) and goal-relevant attributes as they indicate an agent's capabilities to effectively support customers' consumption processes (Arndt et al, 2021). In support of this, research in an offline context has shown that customers feel greater intimacy with frontline employees who share personal experiences related to the promoted products with them (Park & Yi, 2023).…”

Section: Distinctive Roles Of Perceived Similarity and Humanlikeness ...mentioning

confidence: 98%

Section: The Concept Of Similaritymentioning

confidence: 99%

“…The aforementioned findings from prior similarity research (Arndt et al, 2021;Montoya et al, 2008) point to the importance of customers' perceptions of shared goal-relevant attributes (i.e., attributes directly related to customers' buying or consumption goals) with a digital companion. Given this premise, we propose that a goal-relevant match frame (i.e., marketing effort to present a digital companion as matching customers on attributes directly related to their consumption goals) can induce these similarity perceptions.…”

Section: Distinctive Roles Of Perceived Similarity and Humanlikeness ...mentioning

confidence: 99%

“…Second, building on psychological research that key attributes produce greater liking than less relevant ones (Montoya & Horton, 2013), Arndt et al (2021) recently highlighted the role of goal‐relevant similarity (vs. incidental similarity) in marketing contexts. Goal‐relevant similarity refers to attributes directly related to consumers’ buying or consumption goals (e.g., shared gender with a fitness trainer), whereas incidental similarity does not (e.g., shared birthday with a fitness trainer).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Third, as an exploratory contribution, we study the attributes that are central to similarity perceptions. Prior research demonstrates that perceived similarity can arise from multiple shared attributes, such as personality, personal taste and preferences, religion, or ethnicity (Launay & Dunbar, 2015; Montoya et al, 2008), but that it is goal‐relevant similarity that matters the most in consumption contexts (e.g., attributes related to consumers’ buying goals; Arndt et al, 2021). We examine what comprises goal‐relevant similarity during a customer journey with a digital companion.…”

Section: Introductionmentioning

confidence: 99%

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Matching digital companions with customers: The role of perceived similarity

Gelbrich,

Kerath,

Chun

2023

Psychology and Marketing

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Digital companions are an advanced form of digital agents that do not only provide advice and support but accompany people on their day‐to‐day customer journeys. This article sheds light on the psychological processes underlying customers’ responses to these digital companions (i.e., virtual friends or co‐consumers). We propose that framing them as matched with customers on goal‐relevant attributes (i.e., attributes related to customers’ consumption goals) fosters positive customer outcomes (i.e., consumption enjoyment and positive word‐of‐mouth), mediated by perceived similarity in these attributes. Importantly, in this matching context, humanlikeness serves as a boundary condition for perceived similarity to occur. Furthermore, the effect of perceived similarity on customer outcomes is driven by perceived connectedness. In Study 1, in the context of experiential learning, we identified shared interest and personality as goal‐relevant attributes underlying perceived similarity. With the manipulation of the match frame and humanlike versus artificial voice of the digital companion, Study 2 supports our propositions and highlights shared interest, but not personality, as the core driver. We provide recommendations on how to design and market digital companions to foster connection and favorable customer outcomes.

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Section: Distinctive Roles Of Perceived Similarity and Humanlikeness ...mentioning

confidence: 98%

Section: The Concept Of Similaritymentioning

confidence: 99%

Section: Distinctive Roles Of Perceived Similarity and Humanlikeness ...mentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Matching digital companions with customers: The role of perceived similarity

Gelbrich,

Kerath,

Chun

2023

Psychology and Marketing

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An examination of frontline employee–customer incidental similarities in service failure and recovery contexts

Hall

Jaramillo

Baker

et al. 2023

Psychology and Marketing

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Developing rapport during the "moment of truth" when frontline employees (FLEs) interact with customers has long been an important topic for researchers and managers. We suggest incidental similarities-seemingly trivial shared points of comparison between customers and FLEs-can play a vital role during this juncture in service failure and recovery contexts. Across two experimental studies, we investigate several relationships impacted by the presence or absence of an incidental similarity between FLEs and customers for their effect on satisfaction and repatronage intentions. Results suggest incidental similarities can reduce failure attributions toward service providers and improve these important customer-related outcomes (study 1). Results of study 2 extend our findings, demonstrating that rapport can serve as a mediating mechanism explaining the relationship between incidental similarities and these key service outcomes. Study 2 also reveals that FLE authenticity acts as a boundary condition of this relationship, accentuating the indirect, conditional relationships between incidental similarities, and satisfaction and repatronage intentions. Critically, we demonstrate that an incidental similarity can be even more effective when there is no recovery. By pointing out the role of incidental similarities in service encounters, our research makes significant contributions to aiding understanding of how rapport can be developed during the relatively brief time customers interact with service employees.

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Cleansing the doors of perception: Perceptual inaccuracy in marketing relationships

Güzel

Özsomer²

2022

AMS Rev

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Goal-relevant versus incidental similarity when choosing between multiple service providers

Cited by 6 publications

References 28 publications

Matching digital companions with customers: The role of perceived similarity

Matching digital companions with customers: The role of perceived similarity

An examination of frontline employee–customer incidental similarities in service failure and recovery contexts

Cleansing the doors of perception: Perceptual inaccuracy in marketing relationships

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