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Location, location … mailing location? The impact of address as a signal

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Listed:
  • Johnson, Clark D.
  • Bauer, Brittney C.
  • Kelting, Katie
  • Jankuhn, Nicolas
  • Sim, Woojong

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.

Suggested Citation

  • Johnson, Clark D. & Bauer, Brittney C. & Kelting, Katie & Jankuhn, Nicolas & Sim, Woojong, 2021. "Location, location … mailing location? The impact of address as a signal," Journal of Business Research, Elsevier, vol. 128(C), pages 326-337.
    • Handle: RePEc:eee:jbrese:v:128:y:2021:i:c:p:326-337
    DOI: 10.1016/j.jbusres.2021.02.013
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    References listed on IDEAS

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