Metaphorical communication,self-presentation,and consumer inference in service encounters |
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| Institution: | 1. Lundquist College of Business, University of Oregon, 438 Lillis Business Complex, Eugene, OR 97403, United States;2. Wright State University, Rike Hall, 3640 Colonel Glenn Hwy, Dayton, OH 45435-0001, United States;3. Lindner College of Business, University of Cincinnati, 2925 Campus Green Dr., Cincinnati, OH 45221-0145, United States;1. Nottingham University Business School, University of Nottingham Ningbo, 199, Taikang East Road, Yinzhou, Ningbo 315100, Zhejiang, China;2. College of Business, Purdue University Northwest, Hammond, IN 46323, United States;3. Department of Marketing and Strategy, IBS Hyderabad, IFHE University (Deemed University), AP, India;4. Department of Marketing and Supply Chain Management, Fogelman College of Business and Economics, 303 FCBE, Innovation Drive, Memphis, TN 38152, United States;1. Institute of Psychology and Behavior, Henan University, Kaifeng 475004, China;2. Key Laboratory of Human Development and Mental Health of Hubei Province, School of Psychology, Central China Normal University, Wuhan 430079, China;3. Department of Psychology, Guangzhou Medical University, 510000, China |
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| Abstract: | In service encounters, the meaning inferred by a customer is a result of verbal and visual communication. This research focuses on how visual metaphorical communication in a service encounter can evoke the concept of power. We show that when representation of the service provider is at the bottom (versus top) of an image, the consumer's perception of their own power is increased (Study 1). Study 2 demonstrates that power perceptions interact with self-presentational motives to influence intentions to use the service. Further, perceptions of power mediate the effect of visual representation on usage intentions. This occurs only when consumption is public and self-presentational concerns are high. In Study 3, we demonstrate that when the concept of power has little applicability, visual representation of perceived power does not affect intentions to use the service provider. Further, only individuals with a high need for status access the conceptual link between power and visual representation (Study 4). Together, the results further our understanding of the use of visual metaphorical communication in a service encounter. |
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