When suppression is good and reappraisal is not: The boiling point of anger in a service encounter

Author:

González-Gómez Helena V1,Hudson Sarah2,Rychalski Aude3

Affiliation:

1. NEOMA Business School, France

2. Rennes School of Business, France

3. ESSCA School of Management, France

Abstract

Research is still scarce regarding how cognitive appraisals of multiple service failure cues combine to generate customer anger in a service failure context, and the role of emotional regulation strategies (suppression and reappraisal) in mitigating this emotion. Using a vignette experimental method of a service failure situation with 971 participants, we show that appraisals of goal-blocking, other responsibility, and low control act jointly in an undifferentiated way to increase anger in a non-linear fashion and find that emotional suppression is beneficial for coping with anger in situations with multiple anger-evoking cues. Conversely, reappraisal is more effective when there are fewer anger-triggering cues. This result challenges the dominant view that reappraisal is preferable to suppression in coping with negative emotions.

Publisher

SAGE Publications

Subject

Marketing

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