We used<br>bogus personality test feedback to manipulate the relationship norm orientation. Specifically, participants<br>were asked to answer several questions about their consumption<br>experiences, and they were told that their<br>answers would reflect what kind of person they are in general<br>when they interact with service employees (e.g., restaurant<br>servers, bankers, physicians). Regardless of their<br>answers, the computer system randomly informed them<br>that they were either communal-oriented (e.g., “You are<br>the kind of person who likes to have a friendship-like relationship<br>with service providers”) or exchange-oriented<br>(e.g., “You are the kind of person who likes to have a<br>purely transactional relationship with service providers”).<br>As a manipulation check, we asked participants to recall<br>the personality test feedback at the end of the survey (–<br>10¼purely transactional relationship, 10¼friendship-like<br>relationship).<br>Emoticon Manipulation. Next, participants read a<br>Facebook post about a Hawaii tour package. In the comments<br>on the post, a customer raised several questions.<br>Depending on the condition, the service employee answered<br>the questions with positive emoticons<br>(e.g., , ), negative emoticons (e.g., , ), or no emoticons<br>(see web appendix C). Note that the service employees’<br>answers were otherwise identical, but we placed<br>positive or negative emoticons in different places as appropriate<br>for each condition. Then, participants indicated the<br>employee’s perceived warmth (a¼.91) and competence<br>(a¼.87) as in study 1, as well as their satisfaction with the<br>service employee
正在翻譯中..
