Dissertation Title: How is rude service interpreted? Cultural orientation affects perceptions of power threat

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1 Jimmy Wong 350 Wohlers Hall, MC-706 Champaign, Illinois U.S.A. Phone: (217) ; Education Background (UIUC) Doctoral Candidate (ABD) in Business Administration, expected graduation in 2011 Major: Marketing Minor: Psychology Dissertation Title: How is rude service interpreted? Cultural orientation affects perceptions of power threat Dissertation Summary: When a subordinate is rude to a manager, the manager may feel that his/her power is threatened. If a service person is rude to a customer, will that customer experience similar power threat? How might one s culture moderate this experience and affect subsequent purchase patterns? Culture affects our perceptions of power which consequently influences our social behaviors. This research focuses on the service setting to examine consumers experience of power threat when they encounter a rude service person of high versus low rank. Several experiments showed that Anglo- American participants were more upset and felt more threatened by a rude receptionist (low rank) than a rude hotel vice president (high rank). These participants interpreted a receptionist s rude behavior as a sign of disrespect, which activated compensatory power motivations. Consequently, they exhibited a higher willingness to pay for status-enhancing products to restore their loss of power. In contrast, Hispanic-American participants were more upset with the rude vice president than the receptionist. However, they did not perceive rude service as a power threat, and did not exhibit the compensatory reactions toward status products. Studies designed to assess how consumers from other cultural backgrounds, such as Europeans and Asians, react to similar situations are underway. By examining how culture influences interpretation of service interactions and subsequent feelings of power threat, this research offers a novel way to better understand interpersonal processes related to culture and power. Committee: - Sharon Shavitt (Chairperson), Walter H. Stellner Professor of Marketing, UIUC - Chi-yue Chiu, Professor of Psychology, UIUC; Professor of Management & Marketing, Nanyang Technological University - Madhu Viswanathan, Professor of Marketing, UIUC - Robert S. Wyer, Jr., J. M. Jones Professor of Marketing, UIUC Nanyang Business School, Nanyang Technological University (NTU), Singapore M.B.A. (Honors) Nanyang Business School, Nanyang Technological University (NTU), Singapore Bachelor of Business Studies Major: Marketing 1

2 Publications Shavitt, S., Torelli, C., & Wong, J., (2009). Identity-based motivation: Constraints and opportunities in consumer research. Journal of Consumer Psychology, 19(3), Wong, J., & Shavitt, S. (2010). Be rude to me and I will buy a Rolex: Effects of cultural orientation on responses to power threat in a service setting. Advances in Consumer Psychology, Vol. 2, 95. Conference & Symposium Presentations Wong, J., & Shavitt, S. (2010). Be rude to me and I will buy a Rolex: Effects of cultural orientation on responses to power threat in a service setting. Presented at the conference of the Society for Consumer Psychology, Tampa, Florida. Wong, J., & Shavitt, S. (2010). How is rude service interpreted? Cultural orientation affects perceptions of power threat. Represented UIUC to present at the 40 th Annual Haring Symposium, Kelley School of Business, Indiana University. Wong, J., & Shavitt, S. (2009). The impact of cultural orientation on service experience: When does the status of the service staff matter? Working paper presented at the conference of the Society for Consumer Psychology, San Diego, California. Honors and Awards 2010 Jagdish N. Sheth Fellowship, Jagdish N. Sheth Foundation. One winner across all marketing PhD students is selected by marketing faculty each year Sheth/Sudman Award for Excellence in Research, UIUC. Selected by marketing faculty, two awards are given out each year across all marketing PhD students Albert J. Haring Symposium Representative (presenter), Indiana University. One honor is given out yearly across all marketing PhD students; selection is made by marketing faculty List of Excellent Teachers, rated as Outstanding by the Center for Teaching Excellence, UIUC PhD Student Ambassador, Marketing Group, UIUC. Marketing faculty select two students each year among all marketing PhD students Dean s Honors List, MBA, Nanyang Technological University, Singapore. 2

3 Research Interest - The Horizontal Vertical cultural distinction: This distinction has stimulated new perspectives on cultural psychology. It offers a novel way to examine important processes and effects associated with status, hierarchy, and authority as a function of cultural background. - Social psychology of power: Power has been an important focus for research spanning multiple fields. However, it has only recently been examined in the domain of consumer behavior. Given the influence of power in our social lives, it is vital to examine how psychological states of powerfulness or powerlessness impact consumption patterns, and influence relationships between consumers and service firms. Research Program and Work in Progress Given that the concept of power is closely related to culture, in the next five years, my research program will be focused on studying issues related to culture and power in various consumer domains. The following outlines my current projects that are in various stages of completion. The first is based on my dissertation which examines the influence of cultural orientation on consumers perceptions of power threat during rude services. Using rank as a proxy for power, the second project focuses on how flattery by sales-agents with different service rank affects Western vs. Eastern consumers service evaluations and purchase intentions. The third project examines how one s cultural worldview can be embodied into physical movements such as walking up vs. down to influence psychological power states which subsequently affects how products attributes such as weight are evaluated. The fourth examines how feeling powerful affects self-control by considering individuals preferences over thinking versus doing. A brief description of each of these projects is provided below. 1.How is rude service interpreted? Cultural orientation affects perceptions of power threat with Sharon Shavitt. In preparation for submission to Journal of Consumer Research. Description: This project is my dissertation work (see summary on first page). 2. (Independent project) How does service rank matter to consumer flattery? The moderating role of culture. Collecting data for study 2 and 3. Target journal: Journal of Marketing Research. Description: Salespersons usually flatter their customers to increase sales. This project examines whether Westerners versus Easterners are susceptible to salespersons flattery, and whether the rank of salespersons plays a moderating role. Because Easterners self identity is focused on interdependent relationships with other social actors, Easterners will be mindful of the rank of the ingratiating salesperson. In contrast, Westerners self-identity is based on independence, and hence service rank may not be as important to them compared to Easterners. Results from an initial experiment show that when flattered by a General Sales Manager (vs. a Junior Sales Assistant), Singapore participants are more satisfied and more likely to buy a product that exceeds their given budget. However, American participants satisfaction and purchase intentions are increased by flattery regardless of the salesperson s rank. Future studies are designed to prime Easterners and Westerners to adopt an independent or an interdependent self-construal. We predict that service rank will moderate interdependent but not independent consumers responses. The aim of this research is to show how consumers culture influences the acceptance of flattery in the marketplace. 3

4 3. The impact of vertical elevation on sense of power with Minkyung Koo & Sharon Shavitt. Description: This project on embodied cognition studies whether one s cultural worldview can be embodied into physical movements that influence psychological states of powerfulness and powerlessness, which in turn impact one s perceptions of the physical world. We argue that when one s cultural orientation emphasizes status and hierarchy (vertical cultural orientation), feelings of vertical ascent (e.g., going up an elevator) increase one s sense of power and consequently reduce one s perceptions of the challenges posed by the physical environment (e.g., heavy objects feel lighter, distant objects feel nearer). Data will be collected in the field and lab; for instance, by asking shoppers who have gone up or down an escalator to estimate the weight of a briefcase or a laptop computer. This research addresses whether culture can moderate the impact of bodily sensations on social perceptions. Field studies have commenced; lab studies will follow shortly. 4. (Independent project) The impact of power on self-regulation: The moderating role of regulatory mode. Studies completed, in preparation for submission to Journal of Consumer Research. Description: Literature has shown that when people feel powerful, they make decisions with little consideration of social consequences. However, this research shows that not all individuals act without social regard under the influence of power. Specifically, regulatory mode theory suggests that people selfregulate their behaviors by focusing on getting things done (the doers) or doing it right (the thinkers). Several studies demonstrate that feelings of power can accentuate people s preference for thinking versus doing, which consequently cause doers to exhibit more inconsiderate actions and thinkers to exhibit more prosocial actions. For example, after being induced to feel powerful, thinkers were more likely than doers to forego a big table in a crowded café, leaving it to a group who needs it more (study 3). However, the responses of thinkers and doers did not differ in both the low power and control conditions. This research suggests that whether power causes people to engage in anti- or prosocial behaviors depend on individuals regulatory mode preference for thinking versus doing. Teaching Experience Teaching Assistant, MBA 593 Survey Methodology (Fall 2010) - Assisting Sharon Shavitt in developing the MBA course materials - Assisting in the design of the course syllabus and review/selection of case studies. Instructor, - Department of Business Administration o Consumer Behavior, 2009 (Teaching Effectiveness: 4.8/5) Tutor, Nanyang Technological University - Division of Marketing and International Business o Integrated Marketing Communications, 2006 (Teaching Rating: 4.8/5) o Consumer Behavior, 2004, 2005 (Teaching Rating: 4.8/5) o Research Methods, (Teaching Rating: 4.9/5) - Division of Strategy, Management and Organization o Organizational Behavior, 2005 (Teaching Rating: 4.8/5) 4

5 Service Activities Assistant to Co-chairs, Association for Consumer Research, Assisted the co-chairs, Professor Sharon Shavitt (UIUC) and Professor Ann McGill (University of Chicago) in the organizing of the conference. - Involved in checking submissions, contacting the authors for missing information, corresponding with reviewers, as well as various administrative duties. Reviewer, Society for Consumer Psychology, 2009 Trainee Reviewer, Journal of Consumer Research, 2008 Reviewer, Association for Consumer Research, Reviewer, European Association for Consumer Research, 2007 Professional Affiliations Association for Consumer Research Society for Consumer Psychology Industry Experience Sales Manager, Johnson & Johnson (Singapore) Private Ltd, Leads the oncology sales team; responsible for the team s marketing activities and sales performance. - Serviced the various oncology centers in government/private hospitals in Singapore. - Responsible for journal club presentation to doctors on medical research projects. Sales Engineer, Ranoda Electronics (Singapore) Private Ltd, Responsible for the sale of interconnectors to various electronics sub-contract manufacturers, e.g., Flextronics, Solectron. - Responsible for setting up the trading system for the company. - Provide engineering support to the sales office located in Denver, Colorado, USA. Squadron Chief (non-regular), 42 nd Singapore Armor Regiment, Technical squadron chief; in-charge of a team of technicians. - Responsible in implementing the armor fleet s repair and maintenance schedules. - The position of Squadron Chief was traditionally held by regular army personnel only. 5

6 References Chi-yue Chiu, Professor of Management & Marketing Division of Strategy, Management and Organization S3-01C-81, Nanyang Business School Nanyang Technological University 50 Nanyang Avenue, Singapore Phone: Sharon Shavitt, Walter H. Stellner Professor of Marketing 350 Wohlers Hall Champaign, IL Phone: (217) Robert S. Wyer, Jr., J. M. Jones Professor of Marketing 350 Wohlers Hall Champaign, IL Phone: (217) Udatta Palekar, Associate Professor of Marketing Director of the Supply Chain Management Program 350 Wohlers Hall Champaign, IL Phone: (217)

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