Service with a Smirk: Should Service Providers Smile in Embarrassing Contexts

“Service with a smile” is a common industry adage because service providers wish to make consumers feel comfortable and happy. Our findings, in contrast, suggest that this maxim is misplaced at times—particularly in contexts that may be embarrassing for consumers. Across four studies involving real behavioral measures, we find convergent evidence that in embarrassing situations, smiling at consumers reduces their comfort because they perceive that their embarrassment is the cause for humor (studies 1-4). As further evidence for the proposed underlying mechanism, we find that the effect reverses among consumers with a proactive (vs. reactive) smile lay theory who tend to infer that a service provider who smiles is taking the initiative to make them feel better (vs. making fun of them; studies 3 & 4). This research therefore shows that even when service providers wish to make consumers at ease, their nonverbal reactions may lead to unintended negative consequences. Theoretical contributions and managerial implications are discussed. (158 words)