Battling Fear, Building Trust: How Service Providers Manage Emotions When Consumers Fail

Introducing emotional scaffolding theory, this study explains how service providers manage consumers’ emotions in consumer performance failure. A video-ethnographic study in the ski schooling context reveals that service providers apply decelerating, trust building, and goal aligning to reduce unconstructive and foster constructive emotional responses to potential and actual performance failure.


R. Riehle, V. E. Wieser, and N. Woermann (2020) ,"Battling Fear, Building Trust: How Service Providers Manage Emotions When Consumers Fail", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 622-623.


R. Riehle, University of Innsbruck, Austria
V. E. Wieser, University of Innsbruck, Austria
N. Woermann, University of Southern Denmark, Denmark


NA - Advances in Consumer Research Volume 48 | 2020

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