Organizational Representatives as Barriers and Conduits of Emotion toward Organizations

• In Event: 288 - Section on Sociology of Emotions Paper Session. New Directions in the Sociology of Emotion

Abstract

There is a rich theoretical and empirical understanding of the relational dynamics between organizations within organizational fields, and between individuals (and roles) within organizational settings. Yet, the individual-to-organization relationship remains notably under-investigated. Such relationships are nearly always mediated by representatives of the organization. Drawing from theory in group processes, we develop a new set of arguments about the conditions under which organizations or their representatives become the focus of emotion and future commitment generated by an interaction. In this theory, organizational representatives serve either as conduits for the emotions and loyalty of customer’s toward the organizations they represent, or as barriers, interrupting the flow of emotion and commitment toward the organization and absorbing it themselves. We further argue that the agency associated with an organizational representative moderates his or her role as either a conduit or barrier of affect and loyalty. We present data from a mock organizational study in a retail context in which we experimentally manipulate organizational benevolence/exploitation and organizational constraint of their representative. The results of this experiment provide clear support for the conduits and barriers argument.

Authors

• Daniel B. Shank, University of Melbourne

• Dawn T. Robinson, University of Georgia