LAUSR

ABSTRACT This article explores different theoretical explanations for deviance from display rules (DDR), which occurs when employees consciously display emotions to customers that are unsanctioned by the organization. DDR is an important outcome in service organizations because it triggers strong negative reactions from customers, such as negative reputation and business losses. To better explain why DDR occurs, the author compared predictors drawn from organizational justice theory, conservation of resources theory and goal-setting theory in a comprehensive model to explore complementary and competing effects. The model was tested using hierarchical linear modelling with data from 1146 transactions performed by 51 service employees who participated in an experience sampling study over several weeks. Results demonstrated that emotional valence mediated the transaction-level relationship between customer interpersonal injustice and DDR. Similarly, negative emotions mediated the transaction-level relationship between mental exhaustion and DDR. However, person-level differences in goal commitment to organizational display rules had a buffering effect on the relationship between negative emotions and DDR. Overall, the results demonstrate that unfair treatment from customers and mental exhaustion can promote the expression of unsanctioned emotions to customers via negative emotional experiences, but employees who are committed to emotional labour goals are more resistant to engaging in DDR.