What If High Is Too High: Role of Regulations of Emotions in Sales Interactions

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


Using the observer’s perspective (i.e. the customer), this study examines how differing levels of salesperson’s emotional regulation affect customer satisfaction with the interaction. Furthermore, the study investigates how two key strategic options for increasing the interaction quality, i.e. salesperson’s display of positive emotions (PED) and helpfulness, shape the emotional regulation-satisfaction link. Support is found for the hypothesized inverted U-shaped effect of emotional regulation on customer satisfaction implying that the customers are most satisfied with interaction when salespeople exhibit medium levels of emotional regulation. In addition, both PED and helpfulness moderate this relationship, albeit in different directions. Whereas PED makes the emotional regulation-satisfaction link more pronounced, for helpfulness the effect is reversed, where results indicate a flip in the curve, that is, a U-shaped curvilinear relationship between emotional regulation and satisfaction for high levels of helpfulness. The theoretical and practical implications of these findings are discussed.
Original languageEnglish
Title of host publicationProceedings of the EMAC 2020 Regional Conference
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2020
Publication statusPublished - 2020
Event2020 EMAC Regional Conference (Online) - Online (Faculty of Economics & Business, University of Zagreb)
Duration: 16 Sept 202019 Sept 2020
Conference number: 48


Conference2020 EMAC Regional Conference (Online)
LocationOnline (Faculty of Economics & Business, University of Zagreb)
Internet address
SeriesProceedings of the European Marketing Academy


  • Regulations of emotions
  • Helpfulness
  • Positive emotional display

Cite this