Does it pay off to smile even it is not authentic? Customers’ involvement and the effectiveness of authentic emotional displays

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.