PhD Conferral dhr. Alexander P. Henkel, MSc

“Social dynamics of marketplace interactions”

Key words: economics, social dynamics, marketplace interactions

This dissertation investigates social dynamics of marketplace interactions. The first essay shows that consumers are guided by market norms in their interactions with employees, but that observing incivility can break this social script and lead to a prioritization of social norms and emotional support towards employees. The second essay reveals that consumers perceive people in a commercial context (e.g., service employees) as less human than those in a non-commercial context. This phenomenon is especially pronounced for budget brands. Finally, the third essay demonstrates how marketplace interactions dynamically shape consumer resources in their pursuit of well-being goals.