选择成功的背景:视频会议背景在自我展示中的作用

IF 2.1 Q3 BUSINESS Journal of the Association for Consumer Research Pub Date : 2022-12-06 DOI:10.1086/723740
Feyzan Karabulut, Sarah G. Moore, Paul R. Messinger
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引用次数: 0

摘要

视频会议为公司和员工提供了以屏幕背景形式进行自我展示的新颖选择。我们探索客户服务员工如何使用视频会议背景来管理客户对他们和公司的印象。包括Facebook广告研究在内的四项实验表明,员工和客户更喜欢不同类型的背景。我们发现,员工在使用暴露性背景与非暴露性背景方面存在错误,暴露性背景传达了他们的个性或偏好信息。那些担任员工角色的人更喜欢使用不暴露(而不是暴露)的背景,因为他们认为这种背景传达了更大的能力。相比之下,那些担任客户角色的人更喜欢与使用暴露(相对于非暴露)背景的员工互动,因为他们认为这种背景传达了更大的温暖。这些不同的背景偏好会产生下游后果。客户认为服务质量更高,当员工使用暴露(相对于不暴露)的背景时,他们更有可能点击Facebook广告。
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Choosing Backgrounds for Success: The Role of Videoconference Backgrounds in Self-Presentation
Videoconferencing offers firms and employees novel options for self-presentation in the form of onscreen backgrounds. We explore how customer service employees can use videoconference backgrounds to manage customers’ impressions of them and their firm. Four experiments, including a Facebook ad study, demonstrate that employees and customers prefer different types of backgrounds. We find that employees are miscalibrated about using revealing versus nonrevealing backgrounds, where revealing backgrounds convey information about their personality or preferences. Those in an employee role prefer to use nonrevealing (vs. revealing) backgrounds because they perceive that such backgrounds convey greater competence. In contrast, those in a customer role prefer interacting with employees who use revealing (vs. nonrevealing) backgrounds because they perceive that such backgrounds convey greater warmth. These differential background preferences have downstream consequences. Customers judge service quality as higher and are more likely to click on a Facebook ad when employees use revealing (vs. nonrevealing) backgrounds.
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来源期刊
Journal of the Association for Consumer Research
Journal of the Association for Consumer Research Economics, Econometrics and Finance-Economics and Econometrics
CiteScore
4.60
自引率
7.70%
发文量
54
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