Rajiv Kishore (Management, Entrepreneurship, and Technology) had a paper, “Complements or Substitutes? Joint Effects of Description and Demonstration Signals on Counselor Demand from New Clients in an Online Market for Mental Healthcare,” accepted for publication by MIS Quarterly, which is a premier business journal listed in prestigious Financial Times 50 and the narrower UT Dallas 24 journal lists. This paper was co-authored with Laura Amo (SUNY Buffalo), Cheng Ye (GuangZhou Bmind Psychological Research and Application Center, China), and Junjie Zhou (Shantou University, China). Rooted in signaling theory, the paper theorizes relative credibility of signals as the boundary condition that determines whether the demonstration signal of responsiveness to client questions substitutes or complements the description signals of professional qualifications and counseling style in predicting market demand for counselors from new clients in an OMMH. Based on a panel dataset from a leading OMMH in China, hypotheses were tested using linguistic and sentiment analysis methods and zero-inflated negative binomial models. While the study provided support to hypotheses about the boundary condition for joint effects of description and demonstration signals, it also showed that previous clients’ feedback on counselors’ empathy and warmth was deemed not credible by new clients in the OMMH.
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