Emotional display rules are official and unofficial requirements on how people
 should express their emotions to others in organizations, playing crucial roles
 in emotional management. According to the job demand-resources model,
 emotional display rules can cause job stress and burnout because they are
 job demands. However, in light of the challenge-hindrance job stress model,
 the effect of job demands on burnout may differ according to whether people
 perceive them as challenges or hindrances. The purpose of this study is to
 determine the causal relationship among emotional display rules, challenge
 appraisal, hindrance appraisal, and service worker burnout. In this study, we
 postulate that emotional display rules increase burnout, while challenge and
 hindrance appraisals mediate the display rules-burnout relationship. A total
 of 213 survey responses were collected from frontline workers in the service
 industry, and an analysis of results revealed that emotional display rules are
 positively associated with burnout, while challenge appraisal negatively mediates
 the display rules-burnout relationship. We also found that hindrance appraisal
 did not mediate between emotional display rules and burnout, while perceived
 organizational support and self efficacy did not moderate the relationship
 between emotional display rules and burnout. These results may demonstrate
 the possibility that service worker burnout can be buffered with the perception
 of emotional display rules as challenging rather than hindering job demands.
 In addition, they imply that service workers’ perceptions and mind controls
 are more important than external factors like organizational support in managing
 job demands, such as emotional display rules. This study shows the importance
 of job appraisal in understanding service workers’ stresses and burnout.