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UID:20260511T135143EDT-1016ClCN01@132.216.98.100
DTSTAMP:20260511T175143Z
DESCRIPTION:Dorothee Honhon\n\nNaveen Jindal School of Management\, the Uni
 versity of Texas at Dallas \n\nRaising the Rainbow Flag: Impact of LGBTQ+ 
 Safety Cues on Service Provider Selection\n\nDate: Friday\, March 27\, 202
 6\n	Time: 11:00 AM - 12:00 PM\n	Location: Bronfman Building\, Room 310\n\n\n
 Abstract\n\nIn today’s service economy\, clients increasingly select servi
 ce providers (SPs) through digital platforms that highlight server attribu
 tes and personal identifiers\, including inclusivity signals\, e.g.\, LGBT
 Q+ safety cues. We examine how the presence of such cues impacts client de
 cisions when selecting SPs. We conducted a large-scale controlled experime
 nt across three categories of SPs: primary care doctors\, course instructo
 rs\, and fitness trainers. Participants ranked quality-related attributes 
 (experience\, communication\, compassion) and then made selections among h
 ypothetical SPs\, some of whom displayed a rainbow flag—a widely recognize
 d LGBTQ+ safety cue. We find that\, on average\, SPs displaying the flag w
 ere 16.4% less likely to be selected\, a statistically significant effect.
  However\, this aggregate effect masks important heterogeneity: LGBTQ+ par
 ticipants showed a positive preference for SPs displaying the flag\; where
 as\, the flag’s negative effect was more pronounced for men vs. women. In 
 terms of age\, younger participants perceive the flag more positively\; ho
 wever\, further analysis suggests that this is likely driven by a higher L
 GBTQ+ identification among them. Moreover\, individuals with higher LGBTQ+
  awareness or greater openness-to-experience scores responded more favorab
 ly to the flag. Our findings underscore the nuanced trade-offs involved in
  signaling LGBTQ+ inclusivity within service settings. Although displaying
  such safety cues in the SP selection process can enhance trust and comfor
 t for LGBTQ+ clients\, they can deter some non-LGBTQ+ clients\, particular
 ly those who are older\, male or less familiar with LGBTQ+ concepts. As su
 ch\, managers should carefully consider the demographic and ideological co
 mposition of their clientele when deciding on implementing such cues.\n
DTSTART:20260327T150000Z
DTEND:20260327T160000Z
LOCATION:Room 310\, Donald E. Armstrong Building\, CA\, QC\, Montreal\, H3A
  3L1\, 3420 rue McTavish
SUMMARY:Management Science Research Centre (MSRC) Seminar: Dorothee Honhon
URL:/desautels/channels/event/management-science-resea
 rch-centre-msrc-seminar-dorothee-honhon-372110
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