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GENDER DIFFERENCES IN THE EFFECTS OF FAILURE LOCUS OF CAUSALITY AND SEVERITY

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/271945
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

This article investigates how failure severity and attribution influence the level of satisfaction in men and women. In an experimental study, we find women’s satisfaction declines more than men’s satisfaction as failure severity increases, but only for consumer-caused failure not for company-caused failure. We also suggest the process underlying these differences by testing the mediation effect. The mediation analysis suggests that women have lower satisfaction than men when the service failure is caused by consumers because as outcome severity increases women have a higher tendency than men to avoid self-blame out of a defensive motivation.

저자
  • Sujin Song(Korea University)
  • Sukki Yoon(Bryant University)
  • Daniel A. Sheinin(University of Rhode Island)