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Journal of Service Research
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Understanding Emotional Reactions for Negative Services: The Impact of Efficacy Beliefs and Stage in Process

Elizabeth Gelfand Miller

Boston College

Mary Frances Luce

Duke University

Barbara E. Kahn

University of Miami

Emily F. Conant

University of Pennsylvania Medical Center

This article examines consumers' emotional reactions for a specific negative service—a mammography screening test—and measures how such reactions are influenced by the consumer's stage in the screening process and her beliefs in the efficacy of the test. Stage in process moderates the relationship between test efficacy beliefs and stress, such that those obtaining screening tests feel more stress as their belief in the efficacy of mammography increases while those obtaining follow-up diagnostic tests feel less stress as their belief in the efficacy of mammography increases. Process measures indicate that fear of a positive mammogram result is uniquely associated with stress for those receiving a screening mammogram, while uncertainty regarding diagnosis is uniquely associated with stress for those receiving a diagnostic mammogram. Implications for better managing the testing experience and for understanding negative services more generally are discussed.

Key Words: mammography • stress • efficacy beliefs • health care service

This version was published on August 1, 2009

Journal of Service Research, Vol. 12, No. 1, 87-99 (2009)
DOI: 10.1177/1094670509334187
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