A Funny Thing Happened! The Management of Consumer Emotions in Service Encounters

Abstract

This paper examines the interplay between emotions expressed by patients and their families (consumers) and those expressed and recruited by physicians (service providers) in the pediatric department of a subspecialty medical setting. Detailed observations made during a year of fieldwork demonstrate that physicians enacted comedic performances in response to patient families' negative emotions. These comedies are a vehicle for the display and generation of fun: incompatible with the anxiety, fear, and despondence patient families typically bring to medical encounters. They further invite a move to positive emotions because the performances themselves are cues for optimism. Four comedies were identified, selectively presented by physicians at various emotional junctures in the service delivery process. Sociability comedy is initiated as physicians and patient families first come face-to-face, and it invites the former to like and feel comfortable with the performing physicians. Mastery comedy induces feelings of reassurance in families at the moment when physicians lay hands on the patients' bodies. Ostentatious Celebratory comedy promotes feelings of joy as it marks treatment successes while carefully modulated Magical performances bid for resilience at those times when patient families find it difficult to be hopeful about the medical prognosis. The positive feelings engendered by these comedies likely expedite physicians' and patient families' dependence on each other. For example, liking, feeling comfortable with, and reassured with their physicians will make patient families less likely to hesitate about cooperating with the diagnostic and treatment procedures the former suggest. Reciprocally, confident of these feelings, physicians can be assured that families will continue in the service relationship and follow through with their medical recommendations. The account provided in this paper has several implications for the study of organizational emotions and of service encounters. For example, the emotional exchanges described in this paper underscore the appropriateness of understanding clients as co-participants in the service process because the emotional displays of physician providers arise in response to various feelings that clients bring to encounters. Additionally. where previous studies of emotion in service encounters highlight the relationship between providers' emotional displays and client satisfaction, this study suggests the emotions that prevail in service encounters influence client cooperation with the service delivery process. And, they may be important to the quality of services generated.