Tina M. Ellsworth and Karen Burgard
The purpose of this paper is to illuminate for teachers how the suffrage movement is centered in whiteness. The authors posit that this historical erasure is intentional, and…
Abstract
Purpose
The purpose of this paper is to illuminate for teachers how the suffrage movement is centered in whiteness. The authors posit that this historical erasure is intentional, and teachers should actively find ways to counter that erasure. This paper positions teachers to ask critical questions of dominant narratives, and have students do the same.
Design/methodology/approach
Given the existence of historical erasure and the absence of Black suffrage stories, the authors sought to build teachers' content base by conducting a historiography of the dominant narrative of the women's suffrage movement. They examined how state standards and popular online archival collections perpetuate the dominant narrative. They provide teachers with a rich content base and include primary sources they could use to teach this content to their students.
Findings
Unsurprising, the Texas and Missouri state standards do little to advance the voices of underrepresented people, especially when it comes to the suffrage movement. Likewise, archival collections are limited by the choice of those who curated the collections. The article presents teachers with lesser known stories of the movement and accompanying primary sources.
Practical implications
Teachers cannot teach what they do not know. So the authors sought to build a teacher's content base so they could tell a more inclusive history. They want to help teachers identify dominant narratives and where historical erasure is happening, and commit to asking critical questions of those narratives and seek to diversity their histories.
Originality/value
This piece is original because much of this content is missing from current history classrooms. In addition, the primary sources and additional resources provided can strengthen a teacher's ability to teach about it.
Details
Keywords
Among the many studies relating to servicescapes, the emphasis has mainly been on the effect of specific environmental attributes on customer perceptions, emotions and behaviors…
Abstract
Purpose
Among the many studies relating to servicescapes, the emphasis has mainly been on the effect of specific environmental attributes on customer perceptions, emotions and behaviors. Many servicescape studies have not included visual servicescape aesthetics and the overall significance that visual aesthetics hold for a particular consumer in his or her relationship with the servicescape. Yet, servicescape appearance represents the central channel for the formation of consumer–product (e.g. servicescape) relationships. Limited studies have examined consumers’ visual servicescape aesthetics comprehension and appreciation (VSACA) or consumers’ relationship with a specific servicescape and how consumers evaluate a servicescape from a visual aesthetics perspective. This study aims to operationalize and measure VSACA and to examine the validity of a proposed comprehensive model that encompasses the direct effects of VSACA on perceived perceptual experience quality (PPEQ), pleasure and arousal; PPEQ, pleasure and arousal on satisfaction; satisfaction on willingness to pay more; and the mediation effects of PPEQ, pleasure and arousal on the relationship between VSACA and satisfaction.
Design/methodology/approach
This is an experimental design study with two treatments. Fictitious boutique hotel lobby and classic hotel lobby video clips were created with the appropriate manipulation of visual aesthetics attributes. A random sample of 600 individuals over the age of 18 was drawn from a nationwide (USA) list purchased from a third-party commercial list service. After preliminary analysis, about 12 per cent were eliminated because of unusable responses or missing data. The data from 550 participants were used in the final analyses – 218 males and 332 females. Participants were asked to view a video clip of a hotel lobby online. After viewing the video clip, subjects completed an online survey instrument. The hypothesized model was then tested using structural equation modeling.
Findings
Results of this study suggest that individuals’ VSACA directly influences their PPEQ, pleasure and arousal. PPEQ and pleasure also directly influence satisfaction and indirectly mediate the relationship between VSACA and satisfaction. Finally, satisfaction directly affects willingness to pay more. Additional new findings are also discussed in the paper.
Research limitations/implications
This study is limited by focusing primarily on the individuals’ VSACA of a hotel lobby; non-visual components were not considered as part of the VSACA construct. Results should, therefore, be generalized to other similar settings with caution. Future research can integrate both visual and non-visual servicescape aesthetics comprehension and develop a new scale to measure them. Future research can also build on the support of the current proposed theoretical model by testing it in different service contexts and across different groups of participants.
Practical implications
This research provides evidence to hotel service providers that VSACA plays an important role in influencing consumers’ emotions, satisfaction and behavioral intentions. The results imply that understanding customers’ simultaneous cognitive-emotional processing of servicescape aesthetics is crucial. Hotel developers and managers can engage potential customers in the designing and planning of a servicescape by conducting focus group research prior to the actual implementation of the servicescape attributes and construction.
Originality/value
This study represents the first research to extend and investigate the concept of visual aesthetics comprehension in the context of the hotel lobby servicescape beyond just product goods. This study contributes to the services marketing literature by confirming the importance and powerful direct effects of VSACA on individuals’ PPEQ, pleasure, arousal and willingness to pay more. Moreover, PPEQ and pleasure mediate the relationship between VSACA and overall satisfaction.