...Sally Rao Hill; Alastair G. Tombs Purpose The purpose of this study is to further our understanding of the effects of service employees’ accents on service outcomes and to investigate the boundary conditions of service type, service criticality and accent-service congruence. Design/methodology...

... in affect intensity on the consumers’ varying reliance on rational vs emotional appeals. Design/methodology/approach – Study 1 is a 2 (service type: restaurant vs dentist) × 2 (advertising appeal: emotional vs rational) between-subjects design. In total, 137 undergraduate students took part...