부산대학교 도서관

Are uniforms of taxi drivers positive, or negative? Prior researches said uniforms inspired professionalism, and activated positive regularity. This study predicted, however, uniforms might involve with somewhat complex effects in the interdependent culture like the Korean society. So, priming effect of uniforms was focused on. Experiment 1 appeared the interdependent cultured consumers judged the overspeeding taxi driver with the uniform more negatively than the overspeeding with the free style of dress. The uniform had primed the concept of positive regularity and order. The consumers, however, judged the normal speeding driver with the free style more positively than the normal speeding with the uniform. The free style of driver’s dress had primed the concept of self-indulgence. The independent cultured consumers, by the way, judged the driver independent of his dress style. Exp. 2 examined the spillover effect of unkindness of drivers toward the taxi trade. The interdependent cultured consumers spilled negative judgment over the trade because they had been primed the concept of group through the image of the uniform. Exp. 3 said taxi drivers got relatively low intention of service for the out-group consumers like labors from the developing countries because their uniforms had primed the concept of exclusive attitudes. This effects, however, appeared not to the independent cultured drivers but to the interdependent. Concludingly, this study suggested the dark side of uniforms in respect of cultural difference and priming effect. It may be risky that putting on uniforms under the interdependent culture with low service quality not only for consumers but also for drivers.