Tami Kim’s research while affiliated with University of Virginia and other places

In efforts to keep ill-behaving consumers in check, managers are increasingly implementing the practice of rating consumers. We develop and test an account of when and why the practice of rating consumers backfires. Study 1 shows that consumers are more likely to misbehave toward service providers after receiving a low rating (versus those who receive a high rating or those who are merely aware that they are being rated). These findings are robust to consumer inexperience. The negative impact of low ratings on subsequent behavior is especially likely to emerge when directed toward consumers (versus service providers; Study 2). Study 3 situates our findings in a real-world context through a survey of Uber customers. Taken together, we offer insight into how firms can realize the benefits of the practice of rating consumers while mitigating its risks.

The many benefits of finding meaning in work suggest the importance of identifying activities that increase job meaningfulness. The current paper identifies one such activity: engaging in rituals with workgroups. Five studies (N = 1,099) provide evidence that performing group rituals can enhance the meaningfulness of work, and that in turn this meaning can enhance organizational citizenship behaviors (to the benefit of those groups). We first define group rituals both conceptually and empirically, identifying three types of features associated with group rituals—physical actions, psychological import, and communality—and differentiating group rituals from the related concept of group norms (Pilot Studies A and B). We then examine—correlationally in a survey of employed individuals (Study 1a) and experimentally in a study that manipulates the presence or absence of the three types of ritualistic features (Study 1b)—whether performing an activity at work with ritualistic physical, psychological, and communal features (versus an activity with none or just one of these features) is associated with more meaningful work experiences. We test whether this enhanced meaning predicts the extent to which individuals are willing to engage in behaviors enacted on behalf of that group, even without the promise of reward, using organizational citizenship behaviors in Studies 1a–1b and performance on a brainstorming task in Study 2. Taken together, these studies offer a framework for understanding group ritual and offer novel insight into the downstream consequences of employing group rituals in organizational contexts.

People constantly and effortlessly acquire information about one another’s decisions, and use this information to form impressions (and judgments) of others. We review research on this process of choice perception—how people come to make sense of others’ choices. We suggest that choice perception consists of observers’ inferences about (a) what was chosen, (b) why it was chosen, (c) how (or through what process) it was chosen, and (d) broader impressions about who chose it. These inferences can affect observers in multiple ways—including erroneous beliefs about the actor due to interpersonal errors (i.e., mistakes in how observers perceive actors) and cue-perception errors (i.e., mistakes in how observers perceive chosen options), as well as changes in one’s own behavior.

As technological advances enable consumers to share more information in unprecedented ways, today's disclosure takes on a variety of new forms, triggering a paradigm shift in what “disclosure” entails. This review introduces two factors to conceptualize consumer disclosure: how (i.e., actively vs. passively) and between whom (i.e., consumers and/or firms) disclosure occurs. We begin by exploring the drivers of active disclosure occurring in both social and commercial contexts: characteristics of (a) the discloser, (b) the situation in which the disclosure occurs, (c) the information being disclosed, and (d) others. Second, we review the limited but growing research on passive disclosure by focusing on (a) inferences observers make based on passively shared information, and (b) expectations disclosers have regarding the use and collection of passively shared information. Because the current understanding of passive disclosure is limited, we also outline what we see as fruitful avenues of future research. We conclude by pointing out what we perceive as key managerial insights.

Firms are increasingly giving consumers the vote. Eight studies show that, when firms empower consumers to vote, consumers infer a series of implicit promises—even in the absence of explicit promises. We identify three implicit promises to which consumers react negatively when violated: representation (Experiments 1A–1C), consistency (Experiment 2), and nonsuppression (Experiment 3). However, when firms honor these implicit promises, voting can mitigate the disappointment that arises from receiving an undesired outcome (Experiment 4). Finally, Experiment 5 identifies one instance when suppressing the vote outcome is condoned: when voters believe that the process of voting has resulted in an unacceptable outcome. More generally, we show that procedural justice plays a key mediating role in determining the relative success or failure of various empowerment initiatives—from soliciting feedback to voting. Taken together, we offer insight into how firms can realize the benefits of empowerment strategies while mitigating their risks. This paper was accepted by Elke Weber, judgment and decision making.

Given the increasingly specific ways marketers can target ads, consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness. Drawing on literature about offline norms of information sharing, we posit that ad transparency backfires when it exposes marketing practices that violate norms about “information flows”—consumers’ beliefs about how their information should move between parties. Study 1 inductively shows that consumers deem information flows acceptable (or not) based on whether their personal information was: 1) obtained within versus outside of the website on which the ad appears, and 2) stated by the consumer versus inferred by the firm (the latter of each pair being less acceptable). Studies 2 and 3 show that revealing unacceptable information flows reduces ad effectiveness, which is driven by increasing consumers’ relative concern for their privacy over desire for the personalization that such targeting affords. Study 4 shows the moderating role of platform trust: when consumers trust a platform, revealing acceptable information flows increases ad effectiveness. Studies 5a and 5b, conducted in the field with a loyalty program website (i.e., a trusted platform), demonstrate this benefit of transparency. © The Author(s) 2018. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved.

We identify and document a novel construct—pettiness, or intentional attentiveness to trivial details—and examine its (negative) implications in interpersonal relationships and social exchange. Seven studies show that pettiness manifests across different types of resources (both money and time), across cultures with differing tolerance for ambiguity in relationships (the United States, Switzerland, Germany, and Austria), and is distinct from related constructs such as generosity, conscientiousness, fastidious, and counternormativity. Indeed, people dislike petty exchanges even when the (petty) amount given is more generous (e.g., a gift card for $5.15 rather than$5), suggesting that pettiness may in some instances serve as a stronger relationship signal than are actual benefits exchanged. Attentiveness to trivial details of resource exchanges harms communal-sharing relationships by making (even objectively generous) exchanges feel transactional. When exchanging resources, people should be wary of both how much they exchange and the manner in which they exchange it.