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Doctoral Committee: Professor Sharon Shavitt, Chair and Director of

Doctoral Committee: Professor Sharon Shavitt, Chair and Director of 2025

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The dissertation by Jimmy Shiang Yang Wong explores how cultural orientation affects perceptions of power threats in consumer-service provider interactions. Through six studies, it demonstrates that individuals with Vertical Individualism (VI) interpret negative behaviors from low-ranking service personnel as a threat to their personal power, leading to compensatory responses such as seeking status-enhancing products. In contrast, those with Horizontal Collectivism (HC) do not perceive such interactions as power threats and expect benevolence from high-ranking individuals. The research highlights the importance of cultural factors in shaping consumer reactions to service failures and suggests implications for service recovery strategies.

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