#2393. Does it pay off to smile even it is not authentic? Customers’ involvement and the effectiveness of authentic emotional displays

December 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript3510 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Economics and Econometrics;
Business and International Management;
Marketing;
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Abstract:
The article analyzes the involvement of clients and the role of the authenticity of emotional manifestations in it. The results show that non-genuine displays can meet customer expectations based on their engagement, and that high-engagement customers adapt to genuine employee emotions more than low-engagement customers. Thus, the presented model strengthens the understanding of the role of authentic demonstrations and offers an approach to increasing the effectiveness of emotional work strategies.
Keywords:
Authenticity; Cognitive and affective processing; Customer involvement; Emotional labor

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