Should customer service agents reveal who they are? PHBS Assoc. Prof. Jooyoung Park's co-authored paper is out in Information Systems Research. Through large-scale field experiments and controlled studies, the findings show that identity disclosure is generally beneficial. Yet, the embedded ethnic cues can shape customer perceptions in unexpected ways, influencing both provider selection and satisfaction outcomes. Read the full paper: #Pekonomist# @pku_phbs