TY - JOUR
T1 - The Power of Personal
AU - van Osselaer, Stijn M.J.
AU - Fuchs, Christoph
AU - Schreier, Martin
AU - Puntoni, Stefano
N1 - Publisher Copyright:
© 2020 New York University
PY - 2020/3
Y1 - 2020/3
N2 - Technological advances, originating in the time of the industrial revolution and accelerating today, have alienated workers from consumers, and vice versa. We argue that this alienation and accompanying feelings of being objectified as a mere interchangeable source of profit are aversive to workers and consumers. These feelings reduce the meaningfulness and satisfaction workers find in their work and make products less attractive and consumption less meaningful to consumers. We propose simple and inexpensive interventions that can be used to make business more personal, with powerful effects on workers’ job satisfaction, product quality, and product attractiveness to consumers. Paradoxically, these interventions often rely on the same technological advances that otherwise facilitate the alienation. We specifically highlight how disclosing personal information (e.g., name, personal background) about workers and consumers can impact the motivation and performance of workers. We also highlight how disclosing personal information about workers and consumers can impact consumers’ satisfaction, preferences, and willingness-to-pay. We argue that providing personal information about workers to consumers and vice versa will often yield a win-win-win effect. As more satisfied customers buy more at higher prices, more satisfied workers do a better job, and personal information can be disclosed cheaply using information technology, companies benefit from increased sales at higher prices and at very little extra cost.
AB - Technological advances, originating in the time of the industrial revolution and accelerating today, have alienated workers from consumers, and vice versa. We argue that this alienation and accompanying feelings of being objectified as a mere interchangeable source of profit are aversive to workers and consumers. These feelings reduce the meaningfulness and satisfaction workers find in their work and make products less attractive and consumption less meaningful to consumers. We propose simple and inexpensive interventions that can be used to make business more personal, with powerful effects on workers’ job satisfaction, product quality, and product attractiveness to consumers. Paradoxically, these interventions often rely on the same technological advances that otherwise facilitate the alienation. We specifically highlight how disclosing personal information (e.g., name, personal background) about workers and consumers can impact the motivation and performance of workers. We also highlight how disclosing personal information about workers and consumers can impact consumers’ satisfaction, preferences, and willingness-to-pay. We argue that providing personal information about workers to consumers and vice versa will often yield a win-win-win effect. As more satisfied customers buy more at higher prices, more satisfied workers do a better job, and personal information can be disclosed cheaply using information technology, companies benefit from increased sales at higher prices and at very little extra cost.
KW - Alienation
KW - Estrangement
KW - Objectification
KW - Personal information
KW - Personizing
UR - http://www.scopus.com/inward/record.url?scp=85077717233&partnerID=8YFLogxK
U2 - 10.1016/j.jretai.2019.12.006
DO - 10.1016/j.jretai.2019.12.006
M3 - Article
AN - SCOPUS:85077717233
SN - 0022-4359
VL - 96
SP - 88
EP - 100
JO - Journal of Retailing
JF - Journal of Retailing
IS - 1
ER -