1. Behavioral Research Opportunities in Services Valerie Folkes University of Southern California

2. 2 Psychological Approaches Method – laboratory experiments with emphasis on finding causal relationships Underlying processes – e.g., memory, attention People vs. things – A biological basis for the distinction (e.g.,Yoon et al.2006)

3. 3 Consumers’ Emotions Emotions beyond valence to discrete emotions Emotional intensity (e.g.,Patterson, McColl- Kennedy, Smith and Li’s talk on “Customer Rage in Failed Service Encounters...”) Interpersonal Aspects of Emotion: –Emotional labor and emotional contagion (e.g., Hennig-Thurau, Groth, Paul and Gremler 2006) –Distinctions among emotions – E.g., Porath, MacInnis and Folkes’ research on incivility (Consumers feel anger, upset and irritated but also outrage, contempt, disgusted)

4. 4 Consumers’ Inferences Why - Perceivers search for predictability in others What - Important features are inferred (others’ motives and intentions). Opportunities for differentiation of services. Examples: –Moral judgments – CSR; Howley, Brown and Ward on “A Forgiveness Perspective” –Stereotypes – outsourcing and call centers