Document Type

Article

Publication Date

5-2021

Publication Title

Journal of Business Research

Volume

128

Pages

326-337

Publisher Name

Elsevier

Abstract

Recently, service providers have begun offering an innovative option for consumers seeking to rent an address. While the traditional option was for a post office box (e.g., PO Box 203, Chicago, IL 60654), the new option features a real street address with a unique suite number (e.g., 301 West Grand Avenue, Suite 203, Chicago, IL 60654). Service providers claim that addresses affect consumer perceptions of credibility and professionalism; however, these arguments have never been substantiated. Therefore, this research aims to examine the relationship between addresses and consumer evaluations of small businesses. Across a series of five experiments, we find evidence in support of the service providers’ claims and apply signaling theory to show why consumers evaluate a small business with a street and suite address more favorably.

Comments

Author Posting © Elsevier, 2021. This is the author's version of the work. It is posted here by permission of Elsevier for personal use, not for redistribution. The definitive version was published in Journal of Business Research, VOL.128, May 2021. https://doi.org/10.1016/j.jbusres.2021.02.013

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