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Dissertations

The effects of self-awareness on consumer attributions and satisfaction

Jennifer Ames Stuart, 2003
Faculty Advisor: Donald Lehmann

Abstract

This dissertation investigates the question of whether consumers' attributions about the causes of service quality are influenced by the degree of self-awareness experienced by the consumer. It is proposed that subtle contextual cues that increase a customer's self-awareness during customer-provider interactions are capable of influencing the customer's satisfaction with the provider by shifting the attribution locus toward the customer and away from the provider. Consistent with this proposition, the results of two independent experiments confirm that, when the outcome of a customer-provider interaction is negative, high customer self-awareness increases satisfaction with the provider. Conversely, when the outcome of the interaction is positive, high customer self-awareness decreases satisfaction with the provider. Additional results show that these effects are mediated by an attributional shift, where highly self-aware individuals assign greater responsibility (blame or credit) to themselves compared to less self-aware individuals. We then present a third study designed to examine the differential impact of self-awareness on satisfaction in complete and incomplete judgments. We finally present a fourth study that delves into the process of how and when self-awareness exerts its influence, specifically whether it does so at the encoding phase (i.e. while experiencing the service), at the retrieval phase (i.e. when reporting service quality), or both. The results described in this dissertation were obtained across two types of customer-provider interactions and using three different contextual cues for increasing self-awareness.

Doctoral Program News

Honigsberg featured in Ideas at Work

The August issue of Ideas at Work features research that doctoral candidate Colleen Honigsberg led in conjunction with Sharon Katz.

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Wazlawek featured in Ideas at Work

Abbie Wazlawek's joint research with Professor Daniel Ames is featured in the June 24th, 2014 edition of Ideas at Work

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Ethan Rouen featured in Ideas at Work

Ethan Rouen's joint research with Professor Dan Amiram is featured in the May 15th, 2014 edition of Ideas at Work

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Rivas Wins Fellowship

The PhD program is proud to congratulate Miguel Duro Rivas, who was awarded the Nasdaq Educational Foundation Doctoral Dissertation Fellowship.

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Wong wins Deloitte Fellowship

We are proud to announce that Yu Ting (Forester) Wong is one of the recipients of the 2014 Deloitte Foundation Doctoral Fellowship in Accounting.

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The PhD Program Congratulates John Yao

PhD student John Yao was a finalist in the 2013 M&SOM (Manufacturing & Service Operations Management) student paper competition.

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Honigsberg Named Postdoctoral Fellow

The PhD program is proud to congratulate Colleen Honigsberg, who was named the Postdoctoral Fellow in Corporate Governance at the Millstein Center at Columbia Law School in October 2013

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