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Many American managers are under increasing pressure to base hiring and other employment decisions on consumers' preferences. This study attempts, in exploratory fashion, to identify traits of in-person service workers (IPSWs) that are preferred by consumers and could serve as the basis for employment discrimination. Preliminary results indicate that consumers do have strongly held preferences when a transaction involves significant customer-worker interaction. Females appear to be a more likely source of consumer-based discrimination than males for high involvement purchases. Briefly discussed is the question of whether consumers have stereotypical beliefs about IPSWs as well as the implications of these beliefs. 相似文献
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