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One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this workload transfer.

Two scenario-based experiments were conducted. Partial least squares modeling was implemented on the experimental survey data to explore how different dimensions of effort (i.e. mental, physical and emotional) and surface acting contribute to perceptions of effort and value.

Surface acting increases consumer effort perceptions. Consumers’ value perceptions decline as perceived effort increases. Effort perceptions attenuate when consumers have a choice. The paper also brings attention to the shortcomings in the current conceptualization of surface acting and perceived effort, and reconceptualizes effort as a formative construct.

This paper cautions marketers about the potential negative implications of shadow work. Service marketers should provide a choice between face-to-face (F2F) and self-service technologies whenever possible. In addition, marketers should develop and implement strategies for reducing consumer surface acting.

This study includes an extended conceptualization and new operationalization of consumer surface acting, revised thinking about measuring consumer effort and a unique approach to accounting for effort perceptions of traditional F2F service vs SST.