Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/287306 
Year of Publication: 
2021
Citation: 
[Journal:] Marketing Letters [ISSN:] 1573-059X [Volume:] 32 [Issue:] 2 [Publisher:] Springer US [Place:] New York, NY [Year:] 2021 [Pages:] 247-260
Publisher: 
Springer US, New York, NY
Abstract: 
Research has shown that while the authenticity of positive emotional displays plays an important role in service encounters, it has not yet demonstrated a universally positive effect on customers' behavior. This study, which is the first to present customer involvement as a contextual factor that influences customers' processing, provides a deeper understanding of the effectiveness of the authenticity of emotional displays. The model is based on expectation disconfirmation theory and emotional contagion theory and is validated in a field experiment and two laboratory experiments that use video stimuli with actors in real-world contexts. The results show that even inauthentic displays can meet customers' expectations depending on their involvement and that high-involvement customers adapt to employees' authentic emotions more strongly than low-involvement customers do. In summary, the presented model strengthens the understanding of the role of authentic displays and provides an approach to improve the effectiveness of emotional labor strategies.
Subjects: 
Emotional labor
Authenticity
Customer involvement
Cognitive and affective processing
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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