Perceived power and smile intensity in service encounters
Related Research Unit(s)
|Journal / Publication||Marketing Intelligence and Planning|
|Online published||22 Mar 2022|
|Publication status||Published - 11 Apr 2022|
|Link to Scopus||https://www.scopus.com/record/display.uri?eid=2-s2.0-85126794141&origin=recordpage|
Design/methodology/approach - The authors conducted four experiments based on the Stereotype Content Model (SCM) of social judgments and the agentic-communal model of power, and assessed the impact of perceived power and smile intensity in different service encounter contexts.
Findings - The interaction effect of customers' sense of power (low vs. high) and service providers' smile intensity (slight vs. broad) influences customers' social judgments (warmth perceptions vs. competence perceptions). A service provider who displays a broad smile is more likely to be perceived as warmer by customers with a low sense of power, but less competent by those with a high sense of power. Furthermore, mediation analysis revealed that the combined effect of customers' sense of power and service providers' smile intensity on customers' subjective well-being and purchase intentions might be attributed to their social judgments.
Originality/value - This study reveals the intrinsic mechanism behind the interaction effect between smile intensity and sense of power affecting customers' purchase intentions and subjective well-being, namely, warmth/competence perceptions.
- Competence perception, Purchase intention, Sense of power, Smile intensity, Subjective well-being, Warmth perception
Perceived power and smile intensity in service encounters. / Yao, Qi; Wan, Qiuyan; Li, Shihao; Zhou, Wenkai; Yang, Zhilin.In: Marketing Intelligence and Planning, Vol. 40, No. 3, 11.04.2022.