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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Renaud Lunardo & Dominique Roux & Damien Chaney, 2016. "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations," Post-Print hal-02022176, HAL.
    • Handle: RePEc:hal:journl:hal-02022176
    DOI: 10.1016/j.jbusres.2016.06.017
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    Citations

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    Cited by:

    1. Wu, Ruomeng & Shah, Esta D. & Kardes, Frank R., 2020. "“The struggle isn't real”: How need for cognitive closure moderates inferences from disfluency," Journal of Business Research, Elsevier, vol. 109(C), pages 585-594.
    2. Lunardo, Renaud & Alemany Oliver, Mathieu & Shepherd, Steven, 2023. "How believing in brand conspiracies shapes relationships with brands," Journal of Business Research, Elsevier, vol. 159(C).
    3. Bataoui, Soffien, 2022. "When e-commerce becomes more human by transposing the hospitality concept to merchant websites," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Prithwiraj Mukherjee & Souvik Dutta & Arnaud De Bruyn, 2022. "Did clickbait crack the code on virality?," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 482-502, May.
    5. Lunardo, Renaud & Mouangue, Emilie, 2019. "Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 77-85.

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