Prosocial intentions drive non-impaired consumer preference for and against accessible services
(A2024-118120)

AUTHORS

Benedikt Schnurr, TUM School of Management, Technical University of Munich; Volker Kuppelwieser, NEOMA Business School; Martin Wetzels, EDHEC Business School, Lille Campus, France

ABSTRACT

While the accessibility of services provides obvious benefits for consumers with disabilities, the reaction of non-impaired consumers to accessible services is less certain. We show that prosocial intentions drive non-impaired consumer preference for and against accessible services. On the one hand, non-impaired consumers believe that using accessible services contributes to the inclusion of people with disabilities in society, which drives preference for accessible services. On the other hand, non-impaired consumers believe that using accessible services limits available options for consumers with disabilities, which drives preference against accessible services. Building on this, non-impaired consumers are more likely to use accessible services when the available service capacity is higher and when non-impaired consumers and consumers with disabilities do not simultaneously use the same service.