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University of British Columbia


Discounting humanity: Bargain hunters see customer service workers as less human

A study by UBC Sauder School of Business found that price-conscious consumers perceive customer service workers as less human. This dehumanization can lead to poorer treatment and higher job dissatisfaction among employees. The research highlights the importance of recognizing human needs in customers, even when focusing on saving money.

SourceUniversity of British Columbia·JournalJournal of Consumer Psychology·DateDec 20, 2017