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ABSTRACTPrevious literature has identified sources of customer dissatisfaction in the forms of poor product performance, discrimination, and universal mistreatment (i.e., broad‐based mistreatment of customers). This article proposes the existence of a fourth source of perceived customer dissatisfaction, termed transitory bias, which is based upon fleeting customer characteristics and actions. Using a critical incident approach, this exploratory study analyzes customer narratives of 230 negative experiences. After writing their narratives, consumer informants completed a quantitative survey pertaining to their experience. Some sources of transitory bias were found to be customer complaining, negotiation, special requests, and underpurchasing. Transitory bias was found to drive perceptions of negative customer experiences in 29.1 per cent of the narratives. This was fewer than the number of cases involving universal mistreatment (50%) but more than those involving poor product performance (18.3%) and discrimination (2.6%). Results showed that satisfaction, repeat purchase likelihood, recommendation likelihood, and word of mouth were similar to those found in narratives where universal mistreatment and discrimination were primary drivers of dissatisfaction. This article creates awareness of the transitory bias construct and allows academicians the opportunity to study it as a source of customer dissatisfaction. Retail and service establishments should be aware of customer perceptions of transitory bias because it impacts key performance metrics. Managers may wish to train employees to better identify and respond to sources of transitory bias. Copyright © 2013 John Wiley & Sons, Ltd.

Personally held values play a fundamental role in business. As such, it is critical that students understand the nature of values pertaining to the workplace. Using an innovative classroom exercise, laddering, business students interview individuals to identify values that influence choices. Objectives are to help students understand the role of personal values in decision making, develop the ability to respond effectively to workplace demands, respect diverse perspectives, and achieve a better understanding of their own values. Measures used to assess these learning objectives revealed that many students gained valuable insights. After participating in the exercise, students wrote passages in which they articulated how their values affected their decision-making behavior, described in detail how the exercise improved their improvisational skills, and helped them gain respect for others' viewpoints. Furthermore, a quantitative survey provided evidence that students may have experienced a greater understanding of their own values after participating in the exercise.

Abstract
Previous consumer research suggests that individuals who finance high‐cost items tend to differ from those who lease the same items. Some differences are economic, such as income and wealth, while other dissimilarities involve non‐economic issues such as personal preferences. We employ non‐hierarchical cluster analysis to create consumer segments of motor vehicle lessees and financers based on motives for leasing versus financing and demographics. Five segments were uncovered. Lessees predominate in two categories: budget gourmets and automotive hedonists. Another two categories, utility seekers and basic transportation seekers, are mainly comprised of financers. The final group, mature luxury seekers, consists of a roughly equal mix of lessees and financers. Differences between the segments are addressed here, along with a discussion of findings and implications.

Copyright © 2006 John Wiley & Sons, Ltd.

Background Immersive technology holds significant promise for social marketers, but much remains unknown about how best to incorporate these materials into campaigns. To clarify the value of virtual reality and 360-degree video to social marketing, we focused on the impact of media modality on behaviors and attitudes toward the homeless. Focus of the Article This article explores the suitability of immersive technology in social marketing campaigns by comparing how four media modalities [Text & Photos, 2D Video, interactive 360-degree Video, and Virtual Reality (VR)], as well an interactive 360-degree Video control group, impact participants' intent to help and attitudes toward the homeless. The modalities vary by level of immersiveness, which we characterize based on three dimensions: physicality, vividness, and interactivity. Findings show that VR can change attitudes and behaviors and could be used to increase donations, support for societal initiatives to address homelessness, and other helpful behaviors. Hypotheses H1: The greater the level of media immersiveness, the more positively behavioral intentions toward the homeless are affected. H2: The greater the level of media immersiveness, the more positively attitudes toward the homeless are affected. Importance to the Social Marketing Field Virtual reality seems to hold particular promise in influencing audience attitudes and behavioral intentions. Social marketers need to understand the strategic value of VR as an emerging technology within the context of broader marketing campaigns. VR's potential to create an immersive media experience positions it as a strategic tool for social marketers to impact target markets and stakeholders. Methods We used a pretest and post-test experimental method focused on first-person narratives of homelessness. An 11-item ATHI Short-Form scale was used to measure attitudes toward the homeless, and selected items from the Experience with Homelessness Scale were used to measure 'intent to help' homeless individuals. After a pretest, 461 participants were assigned to one of five treatment conditions: Text & Photos, 2D Video, 360-degree Video, and VR Headset Video, as well a 360-degree Video control group. Results In the VR condition, both 'intent to help' and Societal Causation, a subcomponent of attitudes toward the homeless, were significantly higher ( p < .05) than all other conditions. The mean intent to help score for the VR condition was 36.05 (out of 55), compared to 32.25 for the next-highest condition. These results indicate that VR may be a viable tool for social marketers to enact positive change among targeted stakeholders. Recommendations for Research or Practice Our findings show how technology can be used as a force for social change. VR demonstrates the potential to foster public support by building a bridge connecting those experiencing homelessness with those who have the desire to help. As such, we recommend the use of homeless stories using VR technology in social marketing campaigns to be employed for small groups of people such as those gathered in educational settings and at donor fundraising events.