Wenxia Guo

• Professor (Associate) at Acadia University

Extant research suggests that in a service failure context, consumer's power distance value orientation interacts with the nature of firm's response to influence perceptions of distributive justice and satisfaction. We examine whether this interaction is applicable in a goods failure context. In our study that uses an experimental design and data f...

Purpose This paper aims to extend and complement research on reference groups by suggesting that two distinct types of dissociative groups – specifically, a near versus distant dissociative group – have differential impacts on consumer choices. While prior research has examined the impact of dissociative groups on consumer evaluations and responses...

Preservice tips are becoming increasingly common in the marketplace (e.g., online food delivery, quick-service restaurants). While prior research has investigated how the practice of preservice tipping is perceived by customers, how preservice tipping impacts the perceptions and behaviors of employees remains unexplored. Does tipping early actually...

en Online social networks are widely used methods of communication. This research examines gender differences in people's tendency to post charity‐related messages. In general, compared to males, females show more empathic concerns with online charity‐related messages, which increases their willingness to post messages on their online social networ...

It is well recognized that in a service failure context, cultural value orientations interact with firm responses to service failures to influence perceptions of fairness (justice) and satisfaction. We examine whether this effect is applicable in the case of goods failure complaint context. Using an experimental design with data from Hong Kong and...

The current research compares sole-identity versus dualidentity consumers in their responses to different retail persuasion attempts that occur in situations with low versus high ulterior motives. We examine different consumer responses (e.g., interaction time, perceived friendliness, future interaction intentions, and actual purchase behavior). We...

Purpose Adaptive selling can help build positive relationships between salespeople and consumers. The literature shows that consumers respond positively to salespeople under approach but not avoidance motivations. This paper aims to demonstrate a circumstance under which consumers with avoidance motivations can also respond positively, something n...

Although people generally prefer persuasive messages that align with their self-construal, the present research explores a seemingly paradoxical situation wherein mismatched message that does not align with people's self-construal is positively received. Given sufficient cognitive capacity to trigger persuasion knowledge-the knowledge of persuasion...

People are generally defense motivated during interactions with salesclerks. In this research, we demonstrate that defense motivation can make consumers vulnerable to a less stereotypical persuasion attempt as compared to a more stereotypical one. The consequence is that consumers are willing to pay a higher price and exhibit greater trust in a sal...

The existing literature has identified that empathic concern for another person who is in need can induce helping behaviour. However, as people may experience more than one feeling in a given helping situation, it is possible that other feelings (e.g., pride or guilt) may also elicit helping behaviour. From the perspective of person-by-situation de...