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Gender and the underexpression of friendliness in the service context

Published online by Cambridge University Press:  02 February 2015

Alexandra Luong
Alexandra Luong*
Affiliation:
Psychology Department, University of Minnesota Duluth, Duluth MN, USA
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Abstract

The double-bind hypothesis proposes that gender-based stereotypes of emotion expression exist, which effect how males and females are evaluated. Using videotapes depicting transactions between male/female employees and customers, the current study examined whether the double-bind hypothesis occurs within a service context. Participants (N = 141) who viewed a male and female service employee expressing friendly or non-friendly emotion evaluated the employees and rated their sincerity. Results provided partial support for the double-bind hypothesis. When service employees failed to express friendly emotion, the female was more negatively evaluated. However, evaluations and ratings of sincerity were not significantly different when both genders expressed friendly emotion. These findings suggest that employees occupy both work and gender roles, and expectations of each role will influence how their emotional expressions are evaluated. Gender of participants also effected service evaluations. Consistent with prior research, females focus more on the relational aspect of service than do males.

Keywords

emotionsservicegender rolesaffectemotional labordouble-bind hypothesis
Type
Research Article
Information
Journal of Management & Organization , Volume 13 , Issue 2 , June 2007 , pp. 102 - 113
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2007

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