Societal Norms, Need for Closure, and Service Recovery

Anna S. Mattila, Sunmee Choi

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


There is an increasing need for an understanding of how culture shapes consumers' service encounter evaluations. This study introduces a new aspect of culture (societal tightness or looseness) to the global marketing literature. In addition, the authors examine the role of a novel individual-level factor (Need for Closure) in influencing fairness judgments. Findings of this quasi-experimental study suggest that consumers faced with strict societal norms have more negative reactions to socially deviant employee behaviors than their counterparts in looser societies. Moreover, high Need-for-Closure individuals perceived equal compensation as more fair than either under- or overcompensation vis-à-vis other customers. The article concludes with a discussion of managerial implications for global service providers.

Original languageEnglish (US)
Pages (from-to)356-371
Number of pages16
JournalJournal of International Consumer Marketing
Issue number5
StatePublished - Oct 2012

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Marketing


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