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The purpose of this study is to evaluate service robots as an alternative service provider that can reduce customers’ social discomfort in hospitality service encounters. Specifically, the authors discuss when and in what scenarios service robots can alleviate such social discomfort and explain this effect from the perspective of dehumanization.

Following a social constructivist paradigm, the authors adopt a qualitative research design, gathering data through 21 semistructured interviews to explore why the presence of service employees causes customers’ social discomfort in hospitality service encounters and how service robots alleviate such discomfort.

This study’s results suggest that both the active and passive engagement of service employees are sources of customers’ social discomfort in hospitality service encounters; thus, adopting service robots can help reduce such discomfort in some scenarios. Customers’ differentiating behaviors, a downstream effect of social discomfort, are also addressed.

Service robots can reduce customers’ social discomfort in certain scenarios and influence their consumption behaviors. This finding offers actionable insights regarding the adoption of service robots in hospitality service encounters.

This research enhances the understanding of social discomfort in hospitality service encounters and expands the research on service robots. To the best of the authors’ knowledge, it is the first attempt to reveal the bright side of robots in service encounters from a dehumanization perspective.

Many western consumers have become sensitive to the negative effects of their consumption levels in many product categories and those new attitudes are challenging their habitual consumption behaviors. How do dissonant attitudes influence the process toward behavioral change? How does external information reinforce those conflicting attitudes with new dissonant cognitions and foster intentions to modify behavior? This study aims to propose a conceptual model, based on cognitive dissonance theory, which introduces psychological discomfort as an important mediator toward behavioral change intentions.

Two studies are conducted. Using structural equation modeling under Amos, hypotheses are tested and validated in the field of meat consumption on a sample of 501 French consumers. A second study investigates the impact of the nature of the stimulus on consumers’ responses.

The results show that psychological discomfort is increased by the contact with dissonant external information and that consumers may at the same time minimize the effects of additional cognition by implementing informational strategies such as trivialization or decredibilization to defend their consumption behavior.

Future researchers could consider the various objections to meat consumption separately and further explore the dynamics between external information, consumer cognitions and consumer consumption behavior in diverse consumption contexts.

The authors advise meat marketers to reduce consumer psychological discomfort by promoting the hedonic perceived value and by presenting credible counterarguments to defend the benefits of their products.

The study may encourage advocates of lower meat consumption to provide credible information about the detrimental effects of meat consumption to influence behavioral change intentions.

As responsible consumption becomes a key trend in western societies, new attitudes, fostered by external critical information, are influencing consumption behavior in many product categories. This research contributes to a better understanding of the attitude–behavior gap in a context of emerging criticism toward highly consumed and traditional products.

The purpose of this paper is to explore the concept of customer discomfort in service settings when employees and customers who share social incompatibilities, stemming from war, nationalism, religious differences or terrorism, work together in service settings.

The authors engage in triangulation research to understand how Israeli Arabs and Jews experience comfort/discomfort in services. Study 1 uses an experimental design to show how comfort differs when Israeli Jews work with Arabs and Jews in three different service settings. Study 2 employs survey methodology to explore how comfort differs among Israeli Arabs when they work with either an Arab or a Jewish employee. Study 3 uses grounded theory methodology to provide a theoretical framework that explains reasons for customer discomfort occurrence between Israel’s Arabs and Jews, its impact on customers’ attitudes and behaviors and suggestions for increasing comfort.

Israeli Arabs and Jews express various feelings of discomfort when working with each other, and Druze, in service settings. Israeli Jews express higher levels of discomfort when working with Arabs than vice versa, while Israeli Arabs express discomfort when working with Druze employees. Five strategies for increasing customer comfort are defined and developed.

Social incompatibilities prevent many consumers and employees from experiencing comfort during service exchanges; however, managers can alleviate some of the factors that exacerbate customer discomfort.

Managers need to realize that customer discomfort leads to place avoidance and thus should implement strategies to assuage it.

Unabated service situations that result in customer discomfort may lead to customer ill-being, including fear.

This study is the first to explore customer discomfort due to social incompatibilities in depth.

This study examined organizational change in universities as it relates to discomfort among the organization's members.

Using the critical incident technique (CIT), data was collected from the informants in an Indonesian public university that had been mandated by the government to enter the top 500 world university ranking. This would make it a “World-Class” university.

The findings describe the causes, courses and consequences of the discomfort felt in response to the organizational change in the university context. The causes of discomfort were categorized as a fear of loss, organizational culture, systems and policies, work overload and a lack of resources. Discomfort can manifest through negative affective, cognition and behavioral tendencies. Meanwhile, the consequences result in active and passive participation in the process of the organizational change itself.

Discomfort with organizational change is a new variable that has rarely been explored, thus it requires testing and validation using different methods and contexts, as offered by this study. We have also shown that in the initial stage of organizational change (unfreezing), discomfort will always emerge that must be immediately managed in order not to trigger resistance to change. Furthermore, this study exhibits the use of the critical incident technique in the context of organizational change. Finally, we offer comprehensive views by exhibiting the causes, the reactions shown and the consequences of discomfort with the change.

Concrete workers perform physically demanding work in awkward postures, exposing their backs to musculoskeletal disorders. Back-support exoskeletons are promising ergonomic interventions designed to reduce the risks of back disorders. However, the suitability of exoskeletons for enhancing performance of concrete workers has not been largely explored. This study aims to assess a passive back-support exoskeleton for concrete work in terms of the impact on the body, usability and benefits of the exoskeleton, and potential design modifications.

Concrete workers performed work with a passive back-support exoskeleton. Subjective and qualitative measures were employed to capture their perception of the exoskeleton, at the middle and end of the work, in terms of discomfort to their body parts, ease of use, comfort, performance and safety of the exoskeleton, and their experience using the exoskeleton. These were analyzed using descriptive statistics and thematic analysis.

The exoskeleton reduced stress on the lower back but caused discomfort to other body parts. Significant correlations were observed between perceived discomfort and usability measures. Design modifications are needed to improve the compatibility of the exoskeleton with the existing safety gears, reduce discomfort at chest and thigh, and improve ease of use of the exoskeleton.

The study was conducted with eight concrete workers who used the exoskeleton for four hours.

This study contributes to existing knowledge on human-wearable robot interaction and provides suggestions for adapting exoskeleton designs for construction work.

Previous research on salesperson-customer proximity has yielded mixed results, with some studies documenting positive proximity effects on shopping responses and others demonstrating the reverse. To reconcile such mixed findings, this paper aims to test whether and how salesperson proximity influences a series of key customer outcomes in actual retail settings using sample sizes that are considerably larger than most former investigations.

We conducted two high-powered field studies (N = 1,312) to test whether salesperson‐customer proximity influences consumers’ purchase behavior and store loyalty. Moreover, we investigated whether the short-term effects on purchase behavior were moderated by the extent to which the consumption context had a clear connection to consumers’ own bodies.

Salesperson proximity increased purchase incidence and spending in consumption contexts with a bodily basis (e.g. clothes, beauty, health), suggesting that consumers “buy their way out” in these contexts when a salesperson is violating their personal space. If anything, such proximity had a negative impact on consumers’ purchase behavior in contexts that lacked a clear bodily connection (e.g. building materials, furniture, books). Moreover, the link between proximity and consumer responses was mediated by discomfort, such that a salesperson standing close-by (vs farther away) increased discomfort, with negative downstream effects on shopping responses. Importantly, the authors found opposite proximity effects on short-term metrics (purchase incidence and spending) and long-term outcomes (store loyalty).

Drawing on the nonverbal communication literature and theories on processing fluency, the current work introduces a theoretically relevant boundary condition for the effects of salesperson-customer proximity on consumers’ purchase behavior. Specifically, the bodily basis of the consumption context is discussed as a novel moderator, which may help to explain the mixed findings in this stream of research.

Salesperson-customer proximity may serve as a strategic sales tactic to improve short-term revenue in settings that are closely tied to consumers’ own bodies and characterized by one-time purchases. However, as salesperson proximity was found to be associated with lower store loyalty, irrespective of whether the shopping setting had a bodily basis, the risk of violating consumers’ personal space may have costly consequences from a long-term perspective.

The present field studies make three central contributions. First, we introduce a novel moderator for proximity effects in various sales and service settings. Second, we test the focal hypotheses with much higher statistical power than most existing proximity studies. Finally, we document that salesperson-customer proximity ironically yields opposite results on short-term metrics and long-term outcomes, thus underscoring the importance of not solely focusing on sales effectiveness when training frontline employees.

The purpose of this paper is to empirically establish the boundary conditions of the guilt mitigation process that consumers resort to in justifying consumption under contextual ambiguity, with respect to consumers' discomfit with ambiguity. While well observed, the process of guilt mitigation is less articulated with respect to contextually relevant consumers’ personality trait(s) (such as, discomfort with ambiguity) that may affect decision-making idiosyncratically. This gap is addressed herewith.

Three experiments were conducted across two studies to establish the boundary conditions of guilt mitigation in the specific context of transactions involving trade-ins. In doing so, consumers' direct price imputation or, indirectly, their relative preference for financially equivalent, but structurally distinct, price structures was measured. Guilt was induced among consumers by directly manipulating consumers' degree of attachment with their old product (the trade-in).

Results indicate that consumers resort to guilt mitigation in justifying consumption more extensively when they harbor higher levels of discomfort with ambiguity, not otherwise – the moderating effects of consumers' discomfort with ambiguity or the boundary condition under study.

Hypothetical buying scenarios, albeit constructed based on field information and subsequently tested for realism, were used to conduct the experiments, versus field experiments using real consumers. Further, the respondent pool comprised of Indian nationals only. These remain the primary limitations of this research.

The findings indicate that managers may be able to construe deals in a manner that promotes self-segmentation by consumers, especially when consumers harbor greater discomfort with ambiguity. This, in turn, implies reduction in consumer heterogeneity and a concomitant increase in marketing efficiency.

By considering consumers' discomfort with ambiguity in this research, the efficacy of the guilt mitigation process was established with respect to a contextually relevant individual difference factor. While the fundamentally constructive nature of guilt mitigation necessitates such considerations, this research gap, thus addressed, remained unaddressed hitherto.

The purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology (SST) by integrating service satisfaction and (2) to ascertain the differences between consumers according to their psychological discomfort toward technology.

Data were collected using a structured questionnaire, and a total of 323 were included in the analysis. Partial least squares structural equation modeling (PLS-SEM) was utilized to test motivational determinants of digital ticketing. In addition, permutation-based multi-group analysis was performed to investigate the differences between consumers with high and low technology discomfort.

Both intrinsic and extrinsic motivation are positive predictors of continued intention to use digital ticketing, but only intrinsic motivation has a positive impact on continued intention through service satisfaction. Moreover, the relationship between intrinsic motivation, service satisfaction and continued intention was stronger for consumers with high psychological discomfort than those with low psychological discomfort.

Given the conspicuous characteristics of the digital ticketing process for sporting events, the insights gained from the study may be of assistance to researchers and practitioners in understanding sport consumers' ticket consumption behavior and the determinants of SST usage.

Gift-givers are often confronted with the possibility of choosing gifts that are inconsistent with their own attitudes (“attitude-inconsistent gifts”). For example, a gun opposer may be faced with the possibility of choosing gun paraphernalia as a gift, and a vegetarian might be forced to consider the possibility of choosing a steakhouse gift card as a gift. This study aims to compare givers’ decision-making when they are confronted with the possibility of choosing attitude-inconsistent gifts with their decision-making when they are faced with the possibility of choosing gifts that are neither inconsistent nor consistent with their attitudes (“attitude-neutral gifts”).

Seven experimental studies test the hypotheses. These studies have participants make decisions as givers and use a variety of gifts, giver-recipient relationships, gifting occasions and dependent variables, as well as both consequential and hypothetical decisions.

Givers strategically avoid choosing attitude-inconsistent (vs attitude-neutral) gifts, even when they believe that these kinds of gifts are the ones that recipients desire the most. This aversion emerges because givers anticipate that choosing an attitude-inconsistent (vs attitude-neutral) gift would cause them to experience a higher level of psychological discomfort.

This research documents a novel gift-giving phenomenon (givers’ aversion to attitude-inconsistent gifts), one of the most widespread forms of intentional preference-mismatching in gift-giving (givers’ avoidance of attitude-inconsistent gifts when they believe that these kinds of gifts are the ones that recipients desire the most), and a psychological mechanism that has a strong influence on givers’ decision-making but was yet to be explored in the gift-giving literature (givers’ anticipations of psychological discomfort). Collectively, these facets improve the field’s understanding of consumer gift-giving and call into question the assumption that gift-giving is aimed predominantly at pleasing the recipient.

This research suggests that if gift-givers want to be more financially efficient, they should refrain from contemplating the feelings of psychological discomfort that they would experience from choosing an attitude-inconsistent gift and instead focus on selecting the gift that the recipient desires the most. Moreover, it indicates that gift-givers’ tendency to avoid preferred, attitude-inconsistent gifts can have undesirable social and well-being consequences. Finally, it suggests that firms’ bottom lines may be harmed by givers’ aversion to attitude-inconsistent gifts, and that firms selling products that are likely attitude-inconsistent for segments of consumers should think carefully about advertising those products as gifts.

The gift-giving literature has recently documented multiple cases of givers intentionally refraining from choosing the gifts that they believe best match recipients’ preferences. Yet, the present work shows that there was a considerable gap in this segment of the gift-giving literature. Specifically, the present research documents a previously unexplored, but highly common, instance in which intentional preference-mismatching in gift-giving occurs: whenever a potential gift is attitude-inconsistent. Moreover, this work sheds light on a psychological mechanism that plays an important role in givers’ decision-making but was yet to be explored in the gift-giving literature: givers’ anticipated feelings of psychological discomfort.

In this chapter, the authors explore emotional discomfort and the use of live polling to enable business leaders on executive education leadership programmes to move beyond their emotional comfort zones, to facilitate self-awareness and enhance reflective practice. Openly acknowledging and discussing one’s leadership weaknesses produce emotions which are not always easily shared, especially among business leaders. Yet, identifying emotions and acknowledging discomfort is key for reflective practice and a common failure in many leadership development programmes (LDP). The authors reflect on their experience in designing and delivering a custom LDP commissioned by a UK-based corporate client. The authors draw on the pedagogy of discomfort, emotions in leadership development, and the use of audience response system (ARS) technology to enable and facilitate the development of learner self-awareness.