MARKETING AND MANAGEMENT COMMUNICATION


Te Starbucks effect: When name-based order identification increases customers’ store preference and


STIJN M.J. VAN OSSELAER S.C. JOHNSON PROFESSOR


OF MARKETING


Samuel Curtis Johnson Graduate School of Management


Cornell SC Johnson College of Business Cornell University


service satisfaction Journal of Retailing, 100, 2, June 2024 LINK TO PAPER


Author • Stijn M.J. van Osselaer


S.C. Johnson Professor of Marketing, Samuel Curtis


Johnson Graduate School of Management, Cornell SC Johnson College of Business, Cornell University


• Sarah Lim, Gies College of Business, University of Illinois at Urbana-Champaign • Joseph K. Goodman, Fisher College of Business, Ohio State University • Christoph Fuchs, University of Vienna, Austria • Martin Schreier, WU Vienna University of Economics and Business, Austria


Summary Retailers traditionally use a number system to match a product or service to


a customer’s order to ensure they receive the right product, say a hot drink.


Some retailers, however, have begun to match orders to a customer’s name, and the authors observe the effects of identifying an order by name rather than number on customers’ evaluation and choice of a product or retailer.


Outside of the retail or ordering context, using customers’ names can be attention-grabbing but can also trigger a sense of privacy invasion, prompting a negative reaction to the retailer. However, in the retail ordering context customers are openly asked for their name, and they have the option to either opt-out or even pick a pseudonym, so they may not necessarily experience the sense of privacy invasion; there may in fact be a positive psychological factor in making consumers feel treated more like a person and less like an object.


CONTENTS TO MAIN


| RESEARCH WITH IMPACT: CORNELL SC JOHNSON COLLEGE OF BUSINESS • 2024 EDITION


41


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85