Handle Controversy in Retail Performances

Even today, the Gettysburg National Military Park is a site of battles. Gratefully, not the tragic Civil War confrontations in which about 23,000 Union soldiers and 28,000 Confederate soldiers lost their lives over a three-day period. Rather, it is the battling perspectives among groups of visitors to the historic attraction. In general, white visitors with firm roots in the heritage of the American South view Gettysburg much differently than do visitors with allegiances to a different geography.
     Researchers at California State University-Stanislaus investigated how tour guides handled these controversies in ways designed to make the visits stimulating, but pleasant, for visitors. The research findings might best be understood in a framework of the tour guides staging a performance for the visitors. What worked in those performances yields ideas for any retailer navigating differences among consumers’ ideologies.
     The essential objective is to avoid an escalating spiral of confrontation. The Gettysburg tour guides most successful in this start by establishing authority. Confidently providing factual information worked well. Authority via expertise is vital when consumers come convinced of mistaken beliefs.
     The next steps consisted of controlling the narrative by instructing visitors to look at specific artifacts or signage while the tour guide told a relevant story. This is easier when the servicescape—the physical environment in which the performance is taking place—quickly projects certainty without indicating dogmatism.
     Acknowledging different perspectives is also helpful. One cadre of park employees, while wearing costumes associated with events in the history of Gettysburg, involves visitors in reenactments. Respect for the allegiances and knowledge of the visitors is important. A common complaint from visitors is that there aren’t enough Southern artifacts. In interviews by the researchers, a few visitors expressed disappointment that one of the cannons on display had “1864” inscribed on its muzzle. The Battle of Gettysburg occurred in 1863.
     Highlighting commonalities helps smooth outrage. Tour guides are instructed to emphasize stories about the courage of the soldiers more than stories based on numerical details of battles. Statues and memorials are used as prompts and props for these stories. Scripts used by the guides highlight that all the soldiers fought for a cause they considered to be noble.
     Lessons from all this apply beyond the frontline employees at Gettysburg National Military Park. Talking about commonalities, using stories to guide impressions, and establishing authority through expertise work well in any retail situation when calming unruly controversy.

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